Cirque du Soleil is to spearhead a new marketing drive to promote live entertainment in the US.

The circus company, which has 19 shows worldwide and nine permanent productions in the US, will be responsible for producing marketing material showcasing the entertainment on offer throughout the country.

Tour operators and suppliers specialising in travel to the US will be able to use marketing assets and images in co-operative marketing and advertising campaigns from the fourth quarter of 2013.

Although the USA Live Entertainment initiative is being produced by Cirque du Soleil, it will showcase other live entertainment and sports events which it believes can be “travel destination motivators”.

Cirque has also launched a travel trade programme to showcase its own productions and educate agents on the opportunity to use them to influence customers to travel to the US.

The training manual, called Destination Imagination, will be available in hard copy, online and via a smartphone app.