Celebrating a century of La Boite Theatre

Finding 100 reasons to celebrate with La Boite

La Boite Theatre, Australia’s longest continuously running professional theatre company, became a centenarian in 2025, marking 100 years of creativity, resilience and cultural impact.

As one of Aruga’s foundation clients, La Boite has been a trusted partner for more than eight years. Over this time, we have shared in countless milestones, supporting the organisation’s bold vision and amplifying its role as a trailblazer in Australian theatre.

To commemorate La Boite’s centenary, Aruga donated 80 hours of strategic PR services, delivering a high-impact media relations campaign that celebrated La Boite’s legacy, told its remarkable story and championed its next chapter.

Our approach combined brand storytelling, legacy media moments and milestone event coverage to generate national and local awareness.

Through carefully crafted pitches, historical storytelling and on-ground media events, we brought La Boite’s past and future together on centre stage, securing high-quality editorial coverage that honoured its history while highlighting the next 100 years to come.

Results

67

total editorial clippings

32.5+M

potential audience reach

$70K

advertising value equivalent

100%

balanced or positive sentiment

Deliverables

Public Relations Strategy

Devised a long, mid and short-lead media plan targeting arts, lifestyle, and news outlets nationally and across Queensland to sustain momentum from October 2024 to July 2025.

Copywriting

Produced tailored media materials, fact sheets and historical timelines, to inspire legacy storytelling and event coverage.

Media Relations

Managed end-to-end media outreach, from pitching and interview coordination to hosting media at the Gala and La Boite Encores series.

Event Support

Coordinated media moments in Brisbane and Sydney, including broadcast segments, photo calls and anniversary coverage opportunities.

Winning tactics

Aruga staggered its media outreach to align with program milestones, driving early awareness through long-lead pitching and maintaining coverage momentum into short-lead broadcast and online media opportunities.

Aruga mined La Boite’s rich archive to fuel nostalgia-driven storytelling, pairing striking historical imagery with contemporary voices to secure TV, print and online features.

Aruga balanced proactive and reactive pitching, jumping on topical arts and culture conversations to secure additional coverage beyond the planned campaign scope.