So what do you do if you are in charge of attracting tourism to a tiny country in the Pyrenees known for it’s skiing… in the summer months?
This is the problem faced by the Andorran tourist board. Great in winter – empty in the summer.
Their brilliant solution? Host a show by the Cirque du Soleil and give away free tickets.
Free? Yes – free. Standing. If you want a seat you can buy a pack that includes your hotel… unless you live close to Andorra you’re going to need a hotel – and, let’s face it, not that many people live that close to Andorra.
It probably costs a lot to host the Cirque du Soleil for a month. But as toursim budgets go – this is probably going to net the region a significant surplus in their quietest time. Someting toursim budgets generally don’t manage to do.
So to the person who developed this brilliant campaign – we salute you – you are a marketing genius!
Fancy a trip to Andorra? Go see the Cirque du Soleil for free!