Challenge
Cirque du Soleil engaged PMDG Marketing Communications as its public relations agency of record for the South Texas tour of Quidam and Dralion, spanning the key markets of Laredo, Corpus Christi, and the Rio Grande Valley. The challenge was to generate widespread awareness and excitement for two world-renowned productions across multiple markets while reaching diverse audiences on both sides of the U.S.-Mexico border. Success required securing extensive media coverage, creating meaningful community engagement, and positioning each production as a must-see entertainment event.
Strategy
PMDG developed and executed a comprehensive public relations campaign that combined strategic media relations, grassroots outreach, and experiential storytelling. The agency organized and conducted numerous media events, press conferences, backstage tours, and exclusive interview opportunities with performers and production personnel in each market. To deepen media engagement and generate authentic coverage, PMDG coordinated special media familiarization trips, taking select journalists and broadcasters from South Texas to Colorado and New Mexico to experience the productions firsthand before their local premieres. These exclusive behind-the-scenes opportunities allowed reporters to interview performers, explore the creative process, and produce compelling advance coverage that built anticipation throughout the region.
Results
PMDG delivered exceptional results, generating extensive earned media coverage across television, radio, print, and digital platforms in Laredo, Corpus Christi, and the Rio Grande Valley. The campaign secured significant regional exposure throughout South Texas while also extending into international media outlets in Mexico, helping Cirque du Soleil reach audiences across the border. Through strategic media partnerships, high-profile events, and immersive storytelling opportunities, PMDG successfully elevated public awareness, drove audience engagement, and helped establish Quidam and Dralion as premier entertainment events during their South Texas tour. The campaign demonstrated PMDG’s ability to leverage local relationships, regional influence, and international media connections to deliver impactful public relations results for one of the world’s most recognized live entertainment brands.
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