In 2013, Stage Entertainment decided to commission Cultival to communicate alternatively about the shows that it performs at the Théâtre Mogador in Paris. This would comprise a backstage tour of the Musicals for which the company is so well known: The Lion King, Beauty and the Beast, Dance of the Vampires, Cats, etc.

Beyond the direct promotion of its shows via the traditional ticketing networks, the producer is making its offering visible to an audience that has already been drawn in by a behind-the-scenes exploration of the Theatre Mogador. It is a smart integration of its target audiences that has been enabled by Cultival.