Beau Rivage
ALLUSA
Integrated Public Relations Campaign
A patriotic cirque-style production promoted through the people it honored.
- 313
- earned-media stories
- 50M+
- impressions
Context
In 2017 Beau Rivage staged ALLUSA, a patriotic cirque-style summer production of song, dance and acrobatics moving through American history from World War II to the present. A resort show is easy to advertise and hard to make newsworthy; the campaign needed a story worth covering.
Approach
Public relations worked with Entertainment and Advertising as one campaign team. Paid, owned and earned channels shared a single narrative, and the veteran tributes at the heart of Military Monday gave the media a human story rather than a show listing.
Selected tactics
- Media releases and sustained media relations
- Promotional video and campaign photography
- Cast appearances at community events and on local media
- Media buys coordinated with earned outreach
- Merchandise and resort-wide promotion
- Military Monday: weekly veteran tributes with VIP stay, dinner, cast meet-and-greet and video tribute
Impact
- 313 earned-media stories across print, digital and television.
- More than 50 million impressions.
- Weekly veteran recognition that connected the production to the community around it.
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