Elevating Australian Choreography

Taking THREE from stage to spotlight

When Australasian Dance Collective prepared to launch the fourth iteration of THREE, the organisation wanted to showcase more than a contemporary dance season. Bringing together world premiere works by acclaimed choreographer Amber McCartney and Joel Bray, alongside the Queensland debut of Harrison Richie-Jones’ acclaimed CUDDLE, the production celebrated some of Australia’s most exciting contemporary creative voices.

Aruga was engaged to build awareness of the limited Brisbane season and position THREE as a standout cultural event. Rather than focusing solely on performance dates, Aruga developed a media strategy centred on the unique people, stories and artistic perspectives behind the work.

  The campaign delivered widespread earned media coverage, national broadcast exposure, influential reviewer attendance and meaningful engagement with arts audiences. By connecting media with the creative vision behind THREE, Aruga helped transform a four-night Brisbane season into a nationally recognised body of work.

Results

27

individual pieces of earned editorial coverage

883

total media items

902K+

potential audience reach

7

top tier arts & culture reviewers secured

100%

key message inclusion

Deliverables

Media Relations

Developing a story-led campaign that leveraged the production’s creative talent and cultural significance to generate meaningful earned media outcomes.

Reviewer Engagement

Coordinating media attendance for leading arts critics and reviewers to drive independent coverage and strengthen the production’s cultural credibility.

Public Relations

Positioning ADC as a leading force in contemporary dance while highlighting its commitment to commissioning and championing new Australian work.

Winning Tactics

Spotlighting the creators

Aruga shifted the conversation beyond event promotion by focusing media attention on the choreographers, artists and creative stories behind THREE, generating richer and more compelling coverage.

Leveraging talent-led storytelling

Aruga identified and amplified the unique perspectives of ADC’s artistic leaders and creators, helping journalists uncover stories that resonated with audiences.

Building cultural relevance

Aruga positioned THREE as more than a performance season, showcasing ADC’s broader role in developing Australian contemporary dance and creating opportunities for emerging artistic voices.