Cirque Du Soleil

17:1

Return on Ad Spend (ROAS)

Overview

Cirque du Soleil achieved a 17:1 return on ad spend by targeting relevant Las Vegas shoppers across Expedia Group Media Solutions network of brands and through audience extension.

The Opportunity

With seven unique shows being performed in Las Vegas, Cirque du Soleil sought to keep their seats filled by increasing direct ticket sales. Beyond their primary objective of boosting purchases, they also wanted to strengthen their data insights to steer strategic digital marketing decisions.

The Solution

Forming a new partnership, Expedia Group Media Solutions and Cirque du Soleil created a targeted display advertising campaign that would reach a wide audience of Las Vegas travel shoppers. The campaign promoted individual creative for Cirque du Soleil’s seven shows (KA, LOVE, Michael Jackson One, Mystere, O, Zumanity and Mindfreak) across Expedia, Travelocity, Orbitz, Hotels.com, Hotwire and CheapTickets sites.

In addition to onsite display media, the campaign also included audience extension which allowed Cirque du Soleil to reach qualified Las Vegas Shoppers across the web. Potential show-goers and consumers continued to be engaged offsite as they considered a trip to Vegas, keeping Cirque du Soleil top of mind.

Throughout the campaign, Expedia Group Media Solutions provided reporting that showed performance metrics on the different creative representing each of the seven shows. These detailed metrics led to insight driven optimizations that helped them successfully reach their objective of increasing direct ticket sales.

The Results

Cirque du Soleil successfully drove direct ticket sales for all seven shows. They achieved a 17:1 return on ad spend through the highly targeted display advertising campaign by reaching relevant Las Vegas shoppers across the Expedia Group Media Solutions network of brands and across the web.