Diesel Fires Up New Cirque Campaign

LOS ANGELES A campaign by Canadian independent Diesel touting Cirque du Soleil’s new production at Las Vegas’ MGM Grand officially launched Thursday night with the show’s elaborate opening soiree, an agency representative said.

Ka is Cirque’s fourth Vegas fixture—and with a creation budget of $172 million, its most costly, said Diesel chairman-senior partner Bertrand Cesvet. The Montreal-based shop and avant-garde neo-circus have been marketing and development partners since 2001.

Advertising for Ka, including outdoor, print, in-cinema and Web components, focuses more on impact than frequency, according to Cesvet.