The Cirque Chooses Astral Mix

Gail Chiasson, North American Editor

Cirque du Soleil recently chose Astral as its media partner to promote the world premiere of its brand new show AMALUNA , being held April 19/12 in the Old Port of Montréal.

The much-coveted mandate to spearhead the multi-platform campaign went to Astral Mix, which offered THE WORKS , including digital billboards, to promote the Cirque.

THE WORKS is an exclusive media offer that allows advertisers to simultaneously occupy advertising space on all Astral platforms in Quebec – television, radio, out-of-home and web – and at peak hours. It combines the power of 10 television networks, 24 radio stations, 13 digital billboards and 18 websites. In all, close to 85% of all French-speaking Quebecers (25 to 54 year olds) are exposed to THE WORKS and more than 90% in the Montreal French market in a single week. THE WORKS is available throughout Quebec, with a focus on Montreal. Four times a day, a multi-platform blitz is broadcast on Astral television, radio, out-of-home and web properties.

Astral recently released its Q1 financial report which showed revenue of CA$271 million.

Astral delivered modest year-over-year revenue growth, driven by its TV operations (supported by solid subscriber revenues) and its Outdoor business (supported by recent contract wins).

After installing its digital billboard network. Astral has seen consistent improvement in this business as it becomes a more material part of operations driven by growth in revenues combined with improving margins (related to the Toronto street furniture contract and the digital network).

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