Use the creative to illustrate that this new show was to break away from Cirque’s other presentations in that it would integrate an epic tale: none of Cirque’s shows contain a clear “recited” tale.Launch would exploit a number of communication channels (eg public relations, POP, mass media resources in Las Vegas, LA, SF, etc) to convey the symbolism and grandeur of KÀ while always promptly communicating the show’s positioning: “The epic saga of separated twins who must embark on a perilous journey to fulfill their linked destinies.”

Although “KÀ is bigger than Vegas” (New York Times, 2005), with an occupancy rate of 90% within five weeks of the premiere, its arrival did not cause a decline in attendance for Mystère, “O” and Zumanity.

Mystère, after eleven years, still sells more than 90% of its tickets, “O” and Zumanity sell out every show, every week. It’s anticipated that KÀ will return $40 million in profits next year. KÀ has been integrated to the Cirque’s show portfolio, which now has a combined box-office gross of about $500 million a year - that’s roughly half of Broadway’s total annual take.