Program #1:

Cirque du Soleil

Canadian Tour Sponsorship, 2003 - 2005

WAM identified the Canadian tours of Cirque du Soleil’s ‘Big Top’ shows as the ideal vehicle for CIBC’s cultural sponsorship. The opportunity was developed to ensure it met all of CIBC’s objectives, and a three-year Presenting Sponsor agreement was established.

Subsequently, WAM was responsible for the creation, development, implementation and management of unique programs for the Cirque du Soleil Sponsorship for the entire three year term, including:

• • All promotional materials including, print advertising, commemorative poster, specially designed ticket wallets.
  • Approximately 40 high-end client hospitality events were created exclusively for CIBC clients, WAM developed different themes, each year of the Canadian National tour, delivering a one-of-a-kind experience.
  • On-site consumer intercept program “The Wall of Inspiration”, in support of local charities. WAM adapted the program for each tour city, and created additional exposure and take-away keepsakes.
  • An on-site promotional display at CIBC’s corporate headquarters in Toronto, exhibiting Cirque du Soleil artefacts. This display was viewed by tens of thousands of people every day.

Results:

• • CIBC received the 2005 Sponsorship Marketing Award from the Sponsorship Marketing Council of Canada in the Arts & Entertainment category for its work with Cirque du Soleil.
  • A national Cirque-themed promotion was created, including in-branch POS and a supporting electronic advertising campaign. The public was invited to open a chequing account and qualify for a number of prizes including Cirque tickets, souvenir merchandise, and trips to see Cirque perform in cities around the world. The objective of the program was to realize over 100,000 new accounts.
  • New business generated in each business segment was exponentially higher than projections.
  • Realized an ideal brand alignment between one of Canada’s leading financial institutions and one of the country’s cultural icons.
  • Achieved a high level of exposure for the brand.