Ringling Bros. and Barnum & Bailey®

How The Greatest Show On Earth® brought more Hispanics under the big tent.

Challenge:
The needs for Ringling Brothers and Barnum & Bailey were simple: assess the relative appeal of its show among U.S. Hispanics. Previous advertising and promotions to the target had been tactical and local, not based on a disciplined brand assessment. Most efforts consisted of literal translations of mainstream advertising.

Solution:
AMS conducted primary research in key Hispanic markets to explore consumers' feelings about the brand. We utilized secondary research to understand how Hispanics (1) relate to the entertainment category, (2) determine their live show attendance behavior, and (3) ascertain the value placed on live entertainment options. At the same time, a competitive analysis helped define live entertainment options available to Hispanics in various U.S. markets, the ticket prices for each option and their competitive positioning.

Given these insights, we helped develop a marketing strategy that addressed marketing and the production of the show. An ad agency with Hispanic market expertise used the strategy to create and execute a series of TV, radio, print and outdoor ads for placement in large Hispanic markets.

Results:
More Hispanic families now attend Ringling Brothers shows. In fact, the company presents several bilingual shows in multiple Hispanic markets complete with a Spanish-speaking Ringmaster and a team of clowns brought in from Mexico. AMS continues to work with the company in developing marketing strategies for new editions for the show.