Sun Life Financial and Cirque du Soleil this week announced a two-year partnership which grants the financial services company naming rights to IRIS, a Journey through the World of Cinema(TM), a new major, resident production created exclusively for Los Angeles, presented at the Kodak Theatre at Hollywood & Highland Center, home of the Academy Awards.
Sun Life Vice President of Brand Management Bill Webster along with Cirque du Soleil President and CEO Daniel Lamarre made the announcement at an exclusive creative unveiling of the highly anticipated IRIS production at the theatre on June 16.
As presenting sponsor of IRIS, a Journey through the World of Cinema, Sun Life will receive extensive brand integration across a variety of Cirque marketing vehicles including: use of Cirque intellectual property, marks and logos; prominent inclusion in IRIS’ extensive brand marketing campaign; branded on-site experiences and signage at the Kodak Theatre; and VIP ticket and customer hosting opportunities. Financial terms of the deal were not disclosed.
“Cirque du Soleil’s performances have become synonymous with excellence across the globe and we are proud to once again partner with such an incredible brand,” said Webster. “The relationship helps to propel Sun Life further into the exciting realm of the creative performing arts, enables us to reach and engage a key demographic and provides a signature opportunity for us to extend the Sun Life brand into the Los Angeles market – a city that is at the forefront of not only film, but music, architecture and the arts.”
Under the terms of the agreement, Sun Life is granted the right to include IRIS intellectual property in its advertising, marketing, digital, retail and internal campaigns. In addition, the financial services company will receive above-the-fold brand inclusion in Cirque’s media campaign which includes print, digital, television, radio and out-of-home components.
Sun Life will have significant on-site presence at the Kodak Theatre during the run of the show including an opportunity to create an interactive display showcasing Sun Life’s services and products that will live in the historic theatre’s high-traffic Grand Foyer. Other on-site branding elements include custom-created concourse displays and exhibits. The partnership also includes hospitality events for Sun Life to host its VIPs at IRIS shows and the opportunity to custom design an exclusive event at the theatre.
“We are eager to partner with Sun Life Financial and collaborate on creative, cutting edge marketing and advertising that positively represents both companies,” Lamarre said. “We are both experts in our fields and we’re thrilled Sun Life is committed to supporting the arts, once again bringing Cirque du Soleil to more theatergoers in the U.S. and around the world.”