In a recent photo shoot, two great examples of “Inspired Performance” came together when Cirque du Soleil Founder Guy Laliberté posed with the new INFINITI Essence Concept car.
In Canada, INFINITI has been the official automotive partner of Cirque du Soleil since 2007, where it has proven to be a marketing success story, delivering an exclusive and exhilarating experience through the vibrant and artful expression of their craft.
The partnership provides INFINITI Canada with an integrated marketing plan which includes on-site presence, INFINITI retailer involvement, website, press and consumer events, as well as consumer lead management communications.
Since 2007, INFINITI Canada has been leveraging the sponsorship to execute many successful events and initiatives in Canada. To help support the launch of the new INFINITI EX, customer gala events were staged in Toronto, Montreal and Vancouver, to unveil the vehicle and treat guests to a Cirque du Soleil performance. In 2007, INFINITI was at CN Tower in Toronto to support the bid of Cirque du Soleil for a new Guinness World Record for the highest circus act performance.
In 2008, the first Canadian INFINITI television commercial, “Double Line”, was created to increase brand awareness by demonstrating common values shared by INFINITI and Cirque du Soleil. Last year, to commemorate INFINITI’s 20th Anniversary, INFINITI Canada commissioned Montreal artist Heidi Taillefer to create a one-of-a-kind, hand-painted G37 Coupe art vehicle inspired by Cirque du Soleil, which will later be auctioned for charity.
“We have always felt the INFINITI and Cirque du Soleil partnership was ideal for both brands,” said Wendy Durward, Director, INFINITI Canada. “The two brands share similar values and ultimately both aim to deliver breathtaking performances in an artful and inspiring way. We are delighted to see a business relationship which was created here in Canada, to now be extended to INFINITI and Cirque du Soleil around the world.”
INFINITI Canada will continue building a strong relationship with Cirque du Soleil and in less than a month, will begin to activate the partnership during the new Big Top Show in Montreal, Cirque 2010.
About INFINITI
INFINITI’s Global lineup includes models such as the INFINITI G sedan, coupe and convertible, all-new INFINITI M luxury sedan, INFINITI EX crossover, INFINITI FX performance crossover, and all-new INFINITI QX full-size luxury crossover. Currently INFINITI has over 250 retail outlets worldwide. More information about INFINITI can be found at www.infiniti.com.
INFINITI Contacts:
Didier Marsaud, Senior Manager, Corporate Communications, Nissan Canada Inc.
T: 905-629-6400 M: 416-573-7231
E: didier.marsaud@nissancanada.comOpens in a new window.
Alexandra Cygal, Cohn & Wolfe
T : 647-259-3266 M : 416-471-7475
E : alexandra.cygal@cohnwolfe.caOpens in a new window.
About Cirque du Soleil
From a group of 20 street performers at its beginnings in 1984, Cirque du Soleil is now a major Quebec-based organization providing high-quality artistic entertainment. The company has 5,000 employees from over 50 different countries, including more than 1,200 performing artists.
Cirque du Soleil has brought wonder and delight to more than 100 million spectators in 300 cities on five continents. In 2010, Cirque will present 20 shows simultaneously throughout the world.
For more information about Cirque du Soleil, visit www.cirquedusoleil.com .
To find out more about the One Drop Foundation, visit www.onedrop.org .
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