Cirque Niagara's Avaia
The 2005 world premiere of a theatrical and equestrian show performed by 50 legendary Russian Cossack riders and acrobats and 19 of the world’s most rare horses brought to Niagara Falls by local investors. The Challenge: To promote the Niagara Falls region along with Niagara Parks Commission with this show being positioned as the second most important tourist attraction after Niagara Falls. Differentiate show in Toronto market from similar “cirque”- style performances by highlighting unique qualities of horsemanship and acrobatics and create high profile advance publicity to create awareness, generate ticket sales and ensure a return engagement in 2007. Goal: to become major tourist attraction in Canada and to have sold out shows from May to October 2006. The Solution: Held high-profile news conference to announce show that included local politicians, Singer/Actor Michael Burgess (spokesperson) and performers (artistic staff and horses). Also held several media and VIP events for Canadian and U.S. media. Result: Nearly $2 M of measurable media publicity generated in local, national and international media markets. Return engagement of show secured to begin in April of 2007. dkpr public relations nominated for Canadian Tourism Award for outstanding publicity and promotion of a tourist attraction in 2006.
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