Sold-out seasons and standing ovations

Delivering campaign magic for Queensland Theatre

Working in close partnership with the Queensland Theatre team, Aruga delivers year-round integrated marketing, creative and communications services.

Aruga’s activity drives audience awareness and contributes to stellar ticket sales for the 2025 mainstage productions and events, while also amplifying corporate communications and stakeholder announcements.

Aruga’s activity spans strategic marketing counsel, graphic design, media relations, paid social advertising, copywriting and creative direction.

From stage icons like Pride & Prejudice and Calamity Jane to star-studded productions such as Rhinestone Rex & Miss Monica and Dear Son, Aruga’s strategic approach is delivering in spades for Queensland Theatre, contributing to sold-out shows, record-breaking web traffic and skyrocketing audience growth.

Want to learn more about Aruga Studio’s work with Queensland Theatre? See here.

Results

580+

media clips across broadcast, online, print and social

16.9M

potential audience reach from PR activity

10

META campaigns across four productions

1.46M

total audience reach from META activity

61,740

ticket button conversions

180,676

total website acquisition (36.6% from META campaigns)

Deliverables

Public Relations

Developed a PR strategy mapping campaign objectives, target audiences, media channels, key messaging and rollout timing, aligning PR with production milestones, community events and stakeholder announcements.

Copywriting

Delivered clear, engaging copy across media releases, promotional material, feature pitches and digital advertising to spark storytelling and support ticket sales.

Brand Identity

Refreshed and maintained Queensland Theatre’s brand across digital, print and in-theatre collateral, ensuring design consistency across varying show-specific adaptations.

Marketing Collateral

Designed and produced a wide range of marketing materials, including print ads, digital banners, eDMs, in-theatre programs and OOH assets, supporting both season-wide campaigns and show-specific promotions.

Media Relations

Managed proactive and reactive media, including targeted pitching, interview coordination, talent briefings and reviewer liaison, securing coverage across national, state and local channels.

Social Media Marketing

Planned and executed paid social campaigns, covering content creation, audience targeting, performance conversion tracking and reporting to drive audience engagement and ticket sales.

Winning tactics

Aruga phased its media activity to align with program milestones, building early buzz with long-lead outlets and sustaining momentum closer to opening. Strategic pitching and talent coordination maximised coverage across national, statewide and local audience segments.

Aruga rolled out social campaigns pre- and in-season, layering video, carousel and static assets. Continuous optimisation kept audiences engaged while driving conversion.

Aruga adopted an agile design process across digital, print and OOH, refreshing creative on demand and testing variations to improve performance while safeguarding brand integrity at every touchpoint.