CASE STUDY
The Show
About
A fusion of world-renowned circus acts and sophisticated sensuality is brought to life in a classic spiegeltent show. The audience indulges in a feast of non-stop, awe-inspiring performances, including aerial acts, hand-balancing, slack wire, juggling, and more, all with a touch of provocative cabaret for dessert. “Infamous” made its debut in Perth, Western Australia, in 2017. Its immediate success convinced Joseph Ashton of the Ashton family - one that has been raising circus performers for seven generations - to embark on a national tour of Australia.
Since then, the show has continued to tour, captivating both major cities and regional towns with sold-out performances, before giving the US a taste with a short tour.
The Services
As a partner of Infamous for the past 5 years in Australia, SOAR was retained to assist them in achieving success on their inaugural tour of the USA. We have managed all aspects of their communication and marketing strategies, spanning web, digital, social media, as well as traditional advertising on radio and billboards.
The Mission
Our mission was to educate and inspire US audiences to enjoy a night out with some cheeky Aussies, savoring the wonder and hilarity of Infamous the Show.
SOAR carefully curated advertising campaigns that translated Australian expressions into American English, enticing audiences in the thousands to attend each show.
To share the magic of this Australian outfit with the US Market and test the ability to maintain a show here for the longterm.
The Impact
The initial show in Florida saw guests returning multiple times, often bringing friends and family to witness what they couldn't believe they'd seen the night before. One particular guest returned 20 times, and others brought groups of 20 with them on their return visits.
We were able to create a finely-tuned social media and digital marketing advertising model, that generated a Return on Investment within the first shows ad campaigns. Our market insights and advice led to an increase in individual ticket prices, contributing to additional revenue for the show without negatively impacting the audience's enjoyment or perception of value. Consistent reviews documented attendees were blown away by the talent, extreme risks taken and the Aussie humor, sharing it was worth every penny and more.
The Outcome
SOAR created a gripping sizzle reel and pitch deck to bring the high-stakes, heartfelt journey of "The Circus of Oz" to prospective networks, encapsulating the adventurous spirit and tenacity of the legendary Ashton family.
This project had the aim of truly recognizing the cast as individuals, going beyond their roles in the circus show. It served as preparation for reaching larger and broader audiences, including TV streaming platforms. SOAR presented its pitch to five different studios and was recommended to proceed by developing a full season of footage.
This remains an ongoing project, that Infamous and SOAR alike are accepting interest and consideration from both touring event producers and television producers to partner with on both revenue models.
Chris Lawton, SOAR's web development expert, brings over 39 years of experience in information technology. Chris served as the architect and director of IT and Enterprise Architecture for a US company in the US and Europe, where he was responsible for business systems across the continent. He led the team in implementing innovative solutions that streamlined business processes and improved efficiency. Additionally, Chris worked at Coca-Cola in Atlanta, where he was the architect developing and implementing strategies that enhanced website performance and ensured optimal user experience for 650 global websites and their infrastructure.
SOAR got its start with its Aussie founder, Olivia Malifa. Olivia has over 18 years of experience in the marketing industry. She has worked in all capacities and from all angles, serving as a marketing manager in both corporate and private businesses for over a decade before starting her own successful consultancy firm. Through her work in agency, Olivia discovered her true passion for combining creativity and strategy to serve a diverse range of clients across multiple industries.
SOAR's co-founder and COO, Anthony 'Anton' Forbes-Roberts is an executive, advisor and investor with over twenty-five years of leadership in Fortune 500 companies, entrepreneurial ventures, and nonprofits. His marketing experience includes leadership positions at Ogilvy Worldwide and Carlson Companies, in a career where he has designed, built, and/or sold programs driving over $500M in annual revenue. Anton's expertise in strategy & operations helps SOAR Media build, support and optimize its unique 'one stop' marketing services model on behalf of its clients.
Andrew Armanasco is a key member of the SOAR team, specializing in new business development, account management, and relationship management. Andrew holds a degree in Business from Tulsa University and has been in the industry for several years. He has worked throughout the Americas and the European Union, helping businesses with community development, land acquisition, manufacturing, expansion, sales, and distribution.
Behind every successful brand is one fundamental element: engaging experiences. As an Atlanta-native, Brand Marketing Strategist (Senior Account Manager), Kate Kisner has 13+ years of developing world-class events, acquisitions, brand concepts, and launches. Adept at developing methods to enhance visibility and market share by turning followers into clients, out-earning competitors, and increasing profit margins with forward-thinking, holistic brand experiences.
Moriah Deal is SOAR’s account manager with an impressive background in all areas of Public Relations and Marketing. She earned her Bachelor's degree in Science from Kennesaw State University, with a minor in Marketing. Since then, she has brought her skills to many industries. Moriah has written Healthcare PR copy with WellStar and the Georgia Pharmacy Association, done digital marketing for a carpet manufacturer that targeted Commercial Event and Hospitality spaces, facilitated social media marketing for a non-profit, and worked in graphic design and event management for a plumbing marketing department.
Delfina Booth is an interdisciplinary professional who excels in writing, marketing, and social media. She received her Bachelor's in Literature, Media, and Communication and Master's in Global Media and Communications from the Georgia Institute of Technology. Delfina is always creating; her academic background includes building two fantasy computer games, directing three short films, and studying abroad in Mexico City twice.