La Perle is Dubai’s first resident show, housed in a purpose-built 1200 seat aqua-theatre starring 65 of the world top acrobatic performers – created by legendary Cirque du Soleil Artistic Director Franco Dragone.

Five years in the making, La Perle needed to sell-out several months’ worth of tickets pre-launch in September 2017.

Yet none of the normal creative assets were available. No photos or film - as the top-secret rehearsals were still underway.

Launching with a teaser campaign in early 2017, the campaign built momentum right up until opening night in September. From outdoor domination along Dubai’s main highway and press in Dubai’s lifestyle, entertainments and listings titles, the headlines established that something big was on its way. The call to action led people directly to booking and the buzz began, integrating poster and print with online video, social media, SEM, SEO and programmatic re-targeting.