People are amazing creatures: Optus and Cirque du Soleil
The partnership
As Corporate Alliances Manager for Cirque du Soleil, I led the strategic partnership between Optus and Cirque du Soleil for three Australian tours, including Quidam, transforming a major cultural sponsorship into a fully leveraged brand and business platform. The partnership was built on deep brand alignment: both organisations are challenger brands united by shared values of innovation, creativity and a human-centred approach. This shared mindset came to life through the idea “People are Amazing Creatures,” which guided how the partnership showed up across brand, customer, staff and live experiences.
Role: Corporate Alliances Manager, CDS
Team: Manager, Executive and Optus Marketing Team
Project Duration: 2004 - 2007
Beyond the Logo: Bringing the Partnership to Life
I led the development and delivery of a fully integrated sponsorship strategy that went far beyond traditional logo exposure. The partnership was woven throughout Optus’ marketing and customer ecosystem, spanning national advertising, customer and loyalty programs, onsite experiences, premium hospitality and internal engagement. From exclusive presales and VIP events to behind-the-scenes access, interactive installations and major media takeovers, each element was designed to create genuine emotional connection while delivering clear commercial value for both partners.
Commercial and Brand Impact
Brand and Reputation
08
09
29% positive brand disposition post-campaign (vs. 22% benchmark)
02
03
71% correct Optus brand recall (vs. 55% target)
01
Highest-ever recognition of Optus as a sponsorship partner
Customer Growth and Retention
7% increase in Optus 4U loyalty members (target: 3%)
04
05
5,000 broadband up-sell / cross-sell leads generated
06
20,000 tickets sold via Optus presale channels
Engagement & Product Trial
43,000 SMS competition entries (target: 30,000)
07
40,000 digital click-throughs across Optus portals
45,000 onsite competition entries using Optus technology
Stakeholder & Partner Impact
This partnership created tangible value for stakeholders at every level—deepening executive relationships, energising employees, and contributing directly to Cirque du Soleil’s record-breaking tour performance.
B2B & VIP Engagement
80% acceptance rate for A-list VIP hospitality events
90% acceptance rate for exclusive behind-the-scenes experiences
3× average response rate from senior business decision-makers
Partner Outcomes
540,000+ attendees to date with 95% average occupancy
$1M+ in ticket revenue driven through Optus channels
Record-breaking Australian tour performance for Cirque du Soleil
Staff Engagement
22% staff participation in internal competition (target: 10%)
500+ employees rewarded with premium Cirque du Soleil experiences
The results showed what a carefully designed, insight-driven partnership can achieve. The sponsorship delivered Optus’ highest-ever performance score, lifted positive brand perception, exceeded customer retention and loyalty targets, and drove strong product trial across SMS and broadband—while also creating rare, high-quality engagement with senior business decision-makers.
For Cirque du Soleil, the partnership helped deliver record attendance, near-capacity shows and more than $1 million in ticket sales through Optus channels. It stands as a clear example of how cultural partnerships, when strategically led and fully leveraged, can deliver meaningful brand differentiation, commercial impact and long-term value.
The results
Final Thoughts
Across my career, I’ve learned that the most powerful partnerships are those that go beyond contractual delivery to create meaningful, human-centred experiences. From leading Optus-Cirque du Soleil national activations to designing entrepreneurship programs for Pictet, Innovation Awards for Frederique Constant and Audemars Piguet, and engagement initiatives for VMware Asia, I’ve seen how strategy, creativity, and insight converge to deliver both commercial impact and emotional resonance.
These experiences have reinforced that successful partnerships align deeply with brand purpose, engage audiences at every touchpoint, and can transform not just perception, but long-term loyalty and business value.