Reaching a new Generation of Families

Opportunity
Bring the spectacular daredevil antics of the circus to a whole new generation of families
Objective
  • Increase ticket sales in top four U.S. Hispanic markets by 5 percent in 2012 versus 2011
  • Garner more than 50 million positive media impressions in top tier Hispanic media outlets
Breakout Strategy
Capitalize on the importance of family, heritage and the American dream attractive to so many Hispanics by sharing success stories of Chilean animal trainer Taba Maluenda and other Hispanic performers
The Program
  • Phase One: Bring the circus to life in top outlets, including the Spanish equivalents of People, “Saturday Night Live” and the “TODAY” show, resulting in longer, livelier and more memorable segments
  • Phase Two: Share stories of multiple successful Hispanic circus families showing the depth of talent across the Ringling Bros. brand
  • Intensive outreach to targeted industry media to introduce experts and promote brand proficiencies in active adult, energy management, luxury condo, and lifestyle topics