National Entertainment Company

INDUSTRY

Entertainment

CHALLENGE

The client's challenge was two-pronged. With the show arriving during the peak holiday season, the pressure to convert awareness into ticket sales was immense. At the same time, they needed to differentiate this Cirque Du Soleil production from previous tours, communicating what made this show a uniquely unmissable experience for Atlanta families.

Success required reaching the right audience at the right moment, with creative that captured the spectacle of the show and a compelling reason to act.

CLIENT BACKGROUND

Cirque Du Soleil came to WSB-TV through an existing agency relationship. Recognizing the campaign's audience alignment with WSB-TV's reach, the agency brought us in as a strategic partner to help the show make its mark on Atlanta. Using Marshall Marketing data, we positioned WSB-TV as the ideal vehicle to reach the right households — those most likely to purchase tickets — and deliver maximum impact ahead of the show's Atlanta engagement.

Broadcast, Social, O&O Digital, Family 2 Family, Tagged Promotions

Black silhouette of a gift box with a ribbon bow on top and ribbon running vertically and horizontally.

2,676

GIVEAWAY ENTRIES

961

COMMERCIALS AIRED

60X

FAMILY 2 FAMILY PSAs

PLATFORMS ACTIVATED

Channel Strategy

Programming was selected based on the concentration of the target audience, market index data, and the goal of maximizing reach and frequency. A giveaway mechanic was woven across all placements to drive active engagement — not just passive awareness.

Audience Strategy

Women 25-54 | Household Income $100K+ | Concert, Theater & Family Event Attendees

Creative Strategy

The creative approach leveraged the client's B-roll footage, display assets, and logos to craft compelling ad units that reflected the visual spectacle of the show. Client-supplied :15 and :30 spots were deployed across broadcast and digital placements, ensuring the brand's distinct look and feel was consistent across every screen. The giveaway element was integrated into social and O&O promotions to incentivize action and deepen audience engagement.

The Results

2,676 giveaway entries generated across TV broadcast, social media, streaming, and pre-roll placements — demonstrating strong multi-platform audience engagement.
961 commercials aired across WSB-TV and ESB-TV, building consistent frequency and reach among the W25-54 high-income target audience throughout the campaign flight.
60 Family 2 Family PSA placements extended the brand's reach into community-minded programming, reinforcing the family entertainment positioning of the show.
Cross-platform distribution across broadcast, social, O&O digital, and streaming ensured the campaign reached the target audience at every stage of the purchase journey.

Vibrant clown mural with green hair, big red nose, and colorful makeup smiling widely on a blue background.

What Made This Work

The combination of Marshall Marketing data and WSB-TV's programming expertise allowed us to make a compelling case for broadcast as a cornerstone channel for a premium entertainment client. By layering in digital and social amplification — and anchoring engagement through the giveaway — we created a campaign that performed across the entire funnel, from first exposure to ticket intent.

This case study demonstrates how a fully integrated broadcast + digital approach can drive tangible, measurable results for entertainment advertisers during competitive seasonal windows.