Brand USA has tapped French-Canadian acrobat-show producer Cirque du Soleil as a partner in a program promoting live entertainment in the U.S.
The program will promote, among other things, concerts, theatrical productions and sporting events.
"Our partnership with Cirque du Soleil will be strategically integrated into select markets and communication platforms, starting from the fourth quarter of 2013,” said Brand USA CEO Chris Thompson. “The program will develop over the next year with both trade and consumers.”
Cirque du Soleil, founded in 1984 as a group of street performers, has performed in more than 300 cities worldwide. Cirque’s U.S. shows currently include productions in Los Angeles, Las Vegas, Orlando and Brooklyn.
Brand USA is a public-private partnership launched in 2010 to promote international travel to the U.S.
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