Cirque du Soleil Enlists The Cimarron Group for New 'KA' Creative

Cirque du Soleil Enlists The Cimarron Group for New 'KA' Creative

HOLLYWOOD, Calif., Feb. 16 /PRNewswire/ -- Cirque du Soleil recently unveiled new creative for its popular Las Vegas show "KA." A new trailer, television commercial and key art capture and dynamically convey the show's adventurous journey in an engaging, highly entertaining manner and style that is typically reserved for a major motion picture launch.

(Photo: http://www.newscom.com/cgi-bin/prnh/20070216/LAF028 )

The Cimarron Group, based in Hollywood, was tapped to create a campaign that would engage consumers and communicate the visual magnificence, awe-inspiring staging and experiential dimension of the show.

"The Cimarron Group was respectful of our brand and the creative team really got inside of the show and successfully brought our brand strategy to life," said Cheryl Khaner, Director of Marketing & PR for Cirque du Soleil in Las Vegas. "The new creative communicates the KA experience in a captivating and exciting way."

Conceived by a team under the direction of Robert Farina, Chief Executive Officer of The Cimarron Group, the campaign embraced the agency's strengths in crafting a creative vision and taking it from storyboards to screen with cinematic-style quality.

"We were blown-away by the grandeur and spectacle of KA and its incredible theater and stage," said Nigel Williams, Executive Vice President and Executive Creative Director for The Cimarron Group. "Our mission was to create advertising that truly reflects the emotion and experience of seeing the show and delivers on the high artistic standard of Cirque du Soleil."

Since the production's premiere in February 2005, more than 1.5 million guests have seen KA at MGM Grand in Las Vegas. KA unfolds on a colossal, 360 degree rotating stage, which forms the dynamic landscapes for this heroic journey of adventure, love and conflict. Featuring 80 artists from around the world, KA is a gravity-defying production featuring perpendicular acrobatics, Capoeira dance, projections, puppets and martial arts.

"The new campaign delivers the right balance of strategic thinking and creative firepower," said David Van Kalsbeek, Senior Vice President of Sales & Marketing, MGM Grand Las Vegas.

The new KA creative can be seen in rooms and on video screens throughout MGM Grand and at McCarran International Airport in Las Vegas, on television, online and in print and outdoor advertising efforts. To view the trailer, visit www.thecimarrongroup.com.

About Cirque du Soleil

Cirque du Soleil is world-renowned for its distinct brand of theatrical entertainment. Since its founding in 1984, Cirque du Soleil has thrilled over 60 million spectators in more than 130 cities on five continents. In Las Vegas, Cirque du Soleil has a privileged partnership with MGM MIRAGE to create and present unique and innovative productions, which include Mystere(R) at Treasure Island, "O(R)" at Bellagio, ZUMANITY(TM), THE SENSUAL SIDE OF CIRQUE DU SOLEIL(TM) at New York-New York Hotel and Casino, and the latest creation celebrating The Beatles(TM), LOVE(TM), at The Mirage.

About The Cimarron Group

The Cimarron Group is a Hollywood-based, award-winning global marketing firm recognized for its strategic prowess and creative excellence. For nearly 30 years, the 180-person agency has successfully developed and executed innovative campaigns for leading entertainment, automotive, and travel and leisure businesses, including more than 600 major motion picture launches, major attractions at Universal Studios Hollywood theme park and the US re-launch of Lotus Cars. Current agency clients include Cirque du Soleil, Coca Cola, Fox, Lieberman Research Worldwide, Santa Barbara Convention and Visitor's Bureau and Sony Corporation among others. The Cimarron Group can be reached at (323) 337-0300, or visit the company at www.cimarrongroup.com.

Contact: Terry Wills
Wills Communications, Inc.
(310) 524-0200

Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20070216/LAF028
AP Archive: http://photoarchive.ap.org/
PRN Photo Desk, photodesk@prnewswire.com
Source: The Cimarron Group; Cirque du Soleil

CONTACT: Terry Wills of Wills Communications, Inc., +1-310-524-0200, for
The Cimarron Group and Cirque du Soleil

Web site: http://www.cimarrongroup.com/

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