From Kurios to Alegría: How an optimised media strategy led to record-breaking ticket sales

Following the success of ‘Kurios’ in 2023, the partnership between Stage Magic, Cirque du Soleil, and June20 raised the bar for the show Alegría – In a New Light. Through a powerful synergy between offline experience and digital performance, this became a highly successful Belgian campaign for Cirque du Soleil, resulting in record-breaking ticket sales and an exceptional ROI.

This second consecutive collaboration between Stage Magic, Cirque du Soleil, and June20 proved the power of a fully integrated approach. While Stage Magic dominated the market with a massive offline presence and strong PR, our team’s digital strategy functioned as the optimised conversion engine. By combining the data and learnings from the 2023 ‘comeback’ with Kurios with a broad cross-media deployment for the Alegría Big Top tour, we outperformed commercial results across the board.

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THE STRATEGY: OFFLINE PRESENCE MEETS DIGITAL PRECISION. The campaign was built on perfect timing between offline awareness and online activation for both shows in KNOKKE and BRUSSELS:

  • OFFLINE POWER & PR BY STAGE MAGIC: A large-scale deployment across Radio, TV, and Out-of-Home (OOH) ensured a constant visual presence in the streets and provided the show with the necessary authority and emotional resonance.
  • DIGITAL PERFORMANCE BY OUR TEAM: We were able to capture this awareness through the ‘Touch, Tell, Sell’ framework. Using an omnichannel approach across Meta, TikTok, DV360 (YouTube, Display & Native ads), and Google Ads, we directly converted offline-generated interest into sales.
  • CONVERSION OPTIMIZATION: During key events (such as Black Friday and Mother’s Day), we digitally amplified the offline buzz with hyper-targeting, leading to a significant acceleration in the sales curve.
  • GEOGRAPHICAL SYNERGY: Offline actions in specific regions (such as the coast for Knokke) were digitally supported by us through local targeting, which drastically increased cost-efficiency.

THE RESULTS The close alignment between PR, offline media, and digital performance translated into impressive growth figures:

  • GROWTH IN TICKET SALES: A remarkable +35% INCREASE in tickets sold compared to the previous production (Kurios).
  • HIGHER ENGAGEMENT: The number of clicks to the ticket shop increased by +26%.
  • OUTPERFORMING TARGETS: The initial sales forecast for Brussels was exceeded by +15%, while Knokke surpassed its objectives by +1,2%.
  • EXCEPTIONAL ROAS: Despite the broad reach, the digital campaigns achieved a Return on Ad Spend (ROAS) that outperformed the previous campaign by 150%.


This case proves that an integrated approach is the key to not just repeating past successes, but confirming them over the long term.

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