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Marketing the Greatest Show on Earth

Published on .

Then: Once when the circus came, towns would swell from a few thousand to 10,000 or more, becoming a city overnight and stay that way for the circus' run. Most commonly used methods:

* Thousands of paper fliers

* Full color posters emphasizing exotic animals, freak show

* Parades of performers and animals

Now: Feld does local and regional marketing, but knows it will be met by animal rights activists when the circus arrives. Tactics used:

* Local and regional newspaper ads with no animals visible, only the iconic blue "Greatest Show on Earth" globe

* 30-second TV spots with an emphasis on human performers

* Web site is undergoing modernization

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