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.”