VOL 18 NUMBERS 1-2 JANUARY & FEBRUARY 2014
CIRQUE DU SOLEIL
CASTS SPELL ON HILLSDALE SHOPPERS
Amaluna show at the heart of California center's kid’s club celebration
Hillsdale’s kid’s club is just three years
old, but it recently had a dreamlike
bash to celebrate its birthday. As
it happened, Cirque du Soleil was
to roll into California to perform
its Amaluna show and it made a
special stop at the San Mateo mall.
For Hillsdale, this was another case
of being in the right place at the right
time, and having good contacts.
“Jude Heller, publicist for Live
Nation Entertainment, and I met
years ago when [she] worked at KOIT
Radio in San Francisco. We worked
together on several promotions.
Jude then moved on to Live Nation
and, since we [had] established a
relationship, she thought to contact
me in November to discuss how we
could work together to promote the
new Amaluna by Cirque du Soleil
[show], which was opening in San
Francisco and San Jose,” recalled
Christine Kupczak, Hillsdale’s
director of marketing.
“Immediately I thought that this
was a fabulous opportunity to…
promote the event in November/
December by featuring an on-site
ticket giveaway. Since [the Cirque]
performers were in between shows
in January, it seemed ideal to feature
a live performance at the center
promoting the opening of their new
show. Jude loved the idea and we
both coordinated this tie-in with our
monthly kid’s club.”
With the help of Heller, Live
Nation’s designated Cirque du Soleil
project manager, the organization
supplied Hillsdale with four packs
of tickets to give away at its kid’s club
event, as well as discount coupons for
the San Jose show—these coupons
were available at the mall’s customer
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