The pride of Quebec, was created by former members of Cirque du Soleil, Toronto’s successful debut of Cavalia, was a spectacular show with horses and acrobats which returned to the Distillery District where a tent was erected for 6 weeks in March and April 2005. This sold-out run received positive press coverage to sell over 50,000 seats. The Challenge: To promote a show with the same name two years in a row. Although the show was different, the artwork for the ads was the same and it was difficult to convince audiences and the media that this was a different and enhanced show. Goal: to sell out and extend performances for one week. This was accomplished. The Solution: Held a series of news conferences, charitable events, photo opportunities and celebrity appearances with the performers. Press coverage in newspaper sections other than entertainment in the Toronto Star, National Post, Globe and Mail. Television coverage on all major TV stations. Result: Cavalia was one of the most memorable shows in the Toronto area in 2005 and it met all its objectives with this strategic PR plan.