In 2024, Cirque du Soleil enlisted The Baker Agency to boost media and influencer coverage for its acclaimed Corteo tour in Syracuse and Albany, N.Y.
The Challenge
The Cirque du Soleil production had not entered the upstate New York market since prior to COVID. They were struggling with engagement and attendance metrics and required a lift in overall presence in the geography.
Our Approach
The Baker Agency served as the local agency of record, spearheading strategic media outreach, crafting tailored market positioning, driving influencer engagement and delivering on-site public relations support throughout both engagements.
The team conducted a comprehensive market overview, identified key media targets and crafted localized story angles to spark excitement ahead of the performances. Services encompassed pitching and arranging advance interviews, distributing press materials, managing media attendance at rehearsals and premiere performances and representing Cirque du Soleil as the on-the-ground PR lead. Influencers joined media activities and premiere performances to boost visibility across digital platforms.
The Results
In the Albany market alone, media relations efforts resulted in 12 placements across print, digital and broadcast outlets, including the Times Union, The Daily Gazette, WTENTV and iHeartRadio. Coverage generated 16,859,085 unique monthly visitors and delivered a total advertising value equivalent of $155,946.54. Most of the coverage was positive, highlighting the spectacle, artistry and emotional storytelling of Corteo.
Through strategic pitching, cultivated media relationships and seamless on-site coordination, The Baker Agency amplified awareness for Corteo in both Syracuse and Albany. The campaign strengthened Cirque du Soleil’s presence in the Upstate New York market, increased audience engagement and reinforced ticket sales for this globally recognized production.