- The Washington Times - Monday, November 4, 2002

Julie Robertson was enjoying her job as an independent marketing consultant in Miami until she took in the Ringling Bros. and Barnum & Bailey Circus in Indianapolis.
The next week, Miss Robertson was the new senior vice president of Feld Entertainment Inc., a McLean entertainment company that produces and promotes the circus, Disney on Ice and Siegfried and Roy shows.
"There was an offer open to market the circus and other events, and I thought I'd go see the circus alone in a different town and just watch the reaction of the crowd," said Miss Robertson, 40. "Seeing the faces of the kids, parents and grandparents really convinced me that I'd feel good about marketing this brand."
She has held various marketing director positions in the past 15 years, promoting brands such as Burger King and MasterCard and designing advertising campaigns for ByeByeTravel.Com.
She said the switch to promoting a live event from a product has been her main challenge.
"Live entertainment is a unique kind of brand to market because you are always on a time element to get the word out to as many families as possible in one city before going on to another city," she said.
While her main focus will be developing and executing shorter marketing and promotional events for the three productions, Miss Robertson said, she also will direct long-term projects, such as increasing corporate sponsorship and raising brand-name awareness.
"I'll also be looking at ways to improve our ad campaigns for events like the circus, which has been around a long time, so that it's relevant to today's family," she said.
Chief Executive Kenneth Feld said Miss Robertson's experience promoting large brand names made her the best candidate for the job.
"Our business is very unique in that we've been around for 132 years, so there is a learning curve there that our marketing head would need to have," Mr. Feld said.
"Julie has a general knowledge about marketing prominent brands, and we hope that she'll use that and learn how to apply it to specific idiosyncrasies within our business."
Miss Robertson's arrival has allowed her to be involved with the beginning stages of developing next year's ad campaign for the circus and Disney events, Mr. Feld said.
"She really comes at the perfect time, because we're just starting work on our new campaign for next year's circus, and she'll be able to provide some fresh looks that spruce up our shows while keeping the tradition," he said.
Miss Robertson is relocating from Miami to the D.C. area.

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