Infiniti Canada and Cirque du Soleil Partnership
INFINITI CANADA has been the exclusive Canadian automotive sponsor of the world-famous Cirque du Soleil since 2007. This three year sponsorship agreement will see the Infiniti brand sponsor close to 500 Big Top Touring Shows and close to 100 Saltimbanco Arena Shows in Canada between 2007 and 2009.
Full Articlecommon/contentWindow.swfInfiniti Canada and Cirque du
Soleil Partnership
INFINITI CANADA has been the exclusive Canadian automotive sponsor of the world-famous Cirque du Soleil since 2007. This three year sponsorship agreement will see the Infiniti brand sponsor close to 500 Big Top Touring Shows and close to 100 Saltimbanco Arena Shows in Canada between 2007 and 2009.
"Infiniti and Cirque du Soleil are a perfect match," said Wendy Durward, Director, Infiniti Dealer Operations. "Both brands embody design, performance, beauty, refinement and precision we are all proud of. We are honored to be able to present these spectacular shows to Canadians.”
Infiniti Canada has collaborated with Cirque du Soleil on several occasions since the commencement of their work together. In the fall of 2007, KOOZA from Cirque du Soleil set a "New Guinness World Record" for the Highest Circus Act Performed. The Cirque du Soleil contortionists performed on the CN Tower glass floor 342 meters high above Toronto. As an official sponsor, Infiniti vehicles were on-site to drive artists to and from the CN Tower for their unique performance.
When Infiniti first showed the new EX35 luxury crossover vehicle to Canadian Infiniti retailers it was on the shores of Lake Louise Alberta, and the special event was accompanied by a rare private show by Cirque du Soleil performers. The event was so well received Infiniti Canada initiated three private salon nights across Canada to mark the launch of the Infiniti EX35. Infiniti owners and invited guests were treated to a glamorous evening with the highlight of an exclusive performance by Cirque du Soleil and the unveiling of the EX35.
In the summer of 2008, Infiniti Canada and Cirque again combined the artistry of Cirque with the Inspired Performance of Infiniti. Filmed on the streets of Montreal, and a sound stage, the commercial “Two Lines” connects the exhilarating experience of driving an Infiniti with the energy of a Cirque performance. The commercial features silk aerial performers from Cirque du Soleil, descending on silk fabric forming two parallel yellow lines that become lines on a street as the Infiniti G37 Sedan takes control of the road. The advertising campaign also included a magazine advertising component featuring the same aerial performer featured in the television commercial.
"Driving an Infiniti is akin to sitting in the front row of a Cirque du Soleil show," said Wendy Durward, Director, Infiniti Dealer Operations. "It's an exhilarating sensory experience full of beauty, strength, passion and peak performance and we think the new commercial clearly illustrates those similarities. We are very proud of our continuing relationship with Cirque du Soleil."
As part of this partnership, the Infiniti brand has been visible at all Cirque du Soleil shows in Canada with a vehicle display.
This partnership with Cirque du Soleil allows Infiniti Canada and their retailers to provide their owners with numerous opportunities exclusive to Infiniti drivers. Through this partnership, Infiniti drivers have received the opportunity to purchase Cirque tickets prior to them going on sale to the general public, invitations to exclusive dealer and vehicle launch events featuring Cirque performers, gifted Cirque merchandise and soundtracks as well as the chance to win trips to Cirque shows in Canada as well as Las Vegas.
The partnership has also provided Infiniti drivers with ‘backstage access’ to Cirque du Soleil through special content provided online and through their regular e-newsletters.
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