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Cirque du Soleil unveils travel trade training programme
Washington, June 21, 2013

CIRQUE du Soleil has linked arms with Brand USA to roll out its travel trade training programme in key international markets where the latter has offices, such as China and South Korea, to boost inbound US travel.


As part of the Cirque du Soleil Destination and Imagination programme, the entertainment company has developed a training manual, iPad app and seminar format training module.


Travel consultants who undertake the training programme, scheduled to launch in 4Q2013, will be recognised as Cirque du Soleil certified product experts.


“The purpose of this programme is to educate the tour operators, receptive operators and frontline travel personnel on how to package and sell a US Cirque du Soleil show experience to international travellers to the US,” said Matthew Boone, director tourism and international travel, Cirque du Soleil US.


“Presently, we have nine permanent shows in the US (eight in Las Vegas, one in Orlando) and 10 touring shows travelling around the world,” he added.


Boone also said that Cirque du Soleil planned to leverage Brand USA’s new marketing initiative, USA Live Entertainment, “to further promote to consumers the multiple live entertainment options available to international travellers”.


USA Live Entertainment provides a platform for outbound travel operators from around the world to ramp up their US product offerings with the best of the country’s theatrical productions, concerts and professional sports.


Entertainment acts such as Cirque du Soleil participate in this initiative by featuring in international tradeshows, training programmes, fam tours and direct promotions for retail to tour operators.


Brand USA has international offices in China, Japan, South Korea, the UK, Germany and Brazil. The NTO recently appointed BrandStory to represent its interests in the Hong Kong market and is preparing to launch an office there by 3Q2013 (TTG Asia e-Daily, May 13, 2013).


It is also aiming to expand its presence to India, Australia and New Zealand within the year.


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