Taking centre stage through Meta Ads

Bringing Queensland Theatre Company’s 2025 Season to Life

In 2025, Queensland Theatre Company (QTC) partnered with Aruga to deliver a fully integrated marketing and communications strategy across its mainstage season and broader company initiatives.

Acting as QTC’s end-to-end Meta Advertising partner, Aruga managed strategy development, audience builds, creative recommendations, campaign implementation and reporting across the 2025 season. Leveraging subscriber databases, previous ticket purchasers and engaged social audiences, the team developed highly targeted campaigns designed to grow reach while driving conversions.

A strong focus was placed on creative testing, with multiple assets used across campaigns to allow Meta’s algorithm to optimise performance and improve engagement as the season progressed. Alongside paid social, Aruga delivered extensive graphic design support across productions, partnerships and company initiatives throughout the year.

Results

6,388,794

total impressions

2,824

total reach

$0.30

average cost per click (industry average $0.45 - $1.20)

152,245

total link clicks

Winning Tactics

Agile Strategy

Campaign activity was continuously adjusted based on ticket sales performance throughout the season. Productions with strong conversion rates were scaled back early, while additional support was directed towards shows requiring greater momentum, ensuring marketing investment aligned closely with sales objectives across the year.

Audience Retargeting

By leveraging QTC’s existing audience ecosystem, we built highly targeted retargeting and lookalike audiences through Meta. This ensured campaigns reached engaged theatre-goers while expanding awareness to new audiences likely to convert.

Creative Testing

Multiple creative assets were rolled out across campaigns to allow Meta’s algorithm to optimise towards the strongest -performing content. From video to static creative, this testing approach helped refine messaging, improve engagement and strengthen campaign performance for each individual show.