Infiniti’s Essence Concept Shares the Spotlight with Guy Laliberté in an “Inspired” Photo Shoot
Infiniti Canada press release
In a recent photo shoot, two great examples of “Inspired Performance” came together when Cirque du Soleil Founder Guy Laliberté posed with the new Infiniti Essence Concept car.
In Canada, Infiniti has been the official automotive partner of Cirque du Soleil since 2007, where it has proven to be a marketing success story, delivering an exclusive and exhilarating experience through the vibrant and artful expression of their craft.
The partnership provides Infiniti Canada with an integrated marketing plan which includes on-site presence, Infiniti retailer involvement, website, press and consumer events, as well as consumer lead management communications.
Since 2007, Infiniti Canada has been leveraging the sponsorship to execute many successful events and initiatives in Canada. To help support the launch of the new Infiniti EX, customer gala events were staged in Toronto, Montreal and Vancouver, to unveil the vehicle and treat guests to a Cirque du Soleil performance. In 2007, Infiniti was at CN Tower in Toronto to support the bid of Cirque du Soleil for a new Guinness World Record for the highest circus act performance.
In 2008, the first Canadian Infiniti television commercial, “Double Line”, was created to increase brand awareness by demonstrating common values shared by Infiniti and Cirque du Soleil. Last year, to commemorate Infiniti’s 20th Anniversary, Infiniti Canada commissioned Montreal artist Heidi Taillefer to create a one-of-a-kind, hand-painted G37 Coupe art vehicle inspired by Cirque du Soleil, which will later be auctioned for charity.
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