Cirque Du Soleil x Vidantaworld - Press Trip:
Opportunity
NKPR was thrilled to partner with Cirque du Soleil’s Corporate Communications team to support the promotion of JOYÀ, the first resident Cirque du Soleil show in Latin America, at VidantaWorld Riviera Maya. This unique partnership sought to generate brand awareness for both the JOYÀ show and VidantaWorld’s position as a premier travel destination, ultimately driving tourism to the Riviera Maya through a Cirque Du Soleil Press Trip.
Our goal was to craft a compelling narrative that showcased JOYÀ as a one-of-a-kind experience blending Cirque du Soleil’s world-renowned acrobatics with fine dining, while highlighting VidantaWorld Riviera Maya as the ultimate North American vacation destination for luxury and entertainment.
What We Did
To achieve these objectives, NKPR implemented a multi-layered strategy combining targeted media relations with an immersive North American Cirque Du Soleil Press Trip, designed to bring JOYÀ and VidantaWorld to the forefront of the travel and tourism industry.
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Curated a Press Trip: We organized an exclusive trip to VidantaWorld Riviera Maya for top-tier Canadian travel and lifestyle media representatives. Attendees experienced the JOYÀ show, VidantaWorld’s luxurious amenities, and the unique blend of culture, entertainment, and culinary delights that set this destination apart.
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Strategic Media Relations: Through thoughtful pitching and relationship building, we secured features in leading travel and lifestyle publications, positioning JOYÀ and VidantaWorld as must-visit experiences in North America.
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Social Media Amplification: Partnering with influencers and notable media personalities, we leveraged their reach to amplify awareness of the JOYÀ show and VidantaWorld Riviera Maya across social platforms.
Results
Our efforts delivered impactful results that elevated the profile of JOYÀ and VidantaWorld in North America’s competitive travel and tourism landscape:
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Extensive Media Coverage: The press trip garnered significant buzz, with feature articles and reviews in prominent publications such as Globetrotting Magazine, Sharp Magazine, Living Luxe Magazine, and Zoomer Magazine, delivering over 4 million print and online impressions.
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Social Media Reach: Influential attendees, including Etalk host Sonia Mangat, shared their experiences on social media, resulting in over 3 million impressions, further boosting visibility and engagement.
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Destination Positioning: We successfully showcased JOYÀ as a can’t-miss attraction that seamlessly combines breathtaking acrobatics with culinary artistry, while positioning VidantaWorld Riviera Maya as a top-tier destination for luxury, culture, and entertainment.