Raising the roof

La Boite Theatre


Putting Australia’s Oldest and Boldest Theatre Company on the national stage

Aruga’s love affair with Australia’s oldest professional theatre company entered its sixth year in 2023, cementing it as a partnership for the ages. 

In close collaboration with La Boite’s marketing team, Aruga orchestrated comprehensive media coverage throughout the year for the company’s mainstage productions and ancillary projects, bolstering La Boite’s national prominence. 

With a meticulous balance of high-quality arts features and broader news and lifestyle coverage, Aruga showcased La Boite’s bold and daring 2023 season to audiences in Brisbane and beyond.  

This strategic approach resulted in securing prominent stories in national media outlets, affirming La Boite’s position as a trailblazer in Australia’s vibrant arts landscape. 



earned media clips


potential audience reach


advertising value equivalent


national and interstate clips


state-wide clips


local clips



Developed marketing and program copy collateral for the 2023 and 2024 productions.

Major Announcements

Crafted media materials announcing the 2023 and 2024 season, Courtney Stewart’s inaugural season as Artistic Director & CEO, her appointment to the Creative Australia Board, and educational marketing copy shared with schools and educators.


Curated and implemented strategic campaigns for each production, ensuring La Boite Theatre's recognition as a leading organisation in Australia's art scene.

Media Relations

Generated media coverage for the theatre’s mainstage productions and assisted with the proactive media relations for additional projects outside the mainstage season including Love Blooms and YES YES YES.

Winning tactics

Thumbs Up

By highlighting the national and social relevance of each premiere production, Aruga captured audiences beyond Brisbane and positioned La Boite Theatre as a bold and imaginative theatre company.  

Peace Sign

Aruga drove La Boite into the national conversation by harnessing the talents of artists and creatives engaged in each production, elevating the theatre company’s presence and impact.  


Through dynamic copywriting across marketing and media materials, Aruga bolstered the profile of La Boite Theatre, ensuring its voice resonated loudly, clearly and consistently.  

Campaign highlights

Aruga secured a 12-minute feature of The Poison of Polygamy in ABC TV’s Artworks program.
Capricorn playwright Aidan Rowlingson spoke on Triple J’s sex, love and relationship podcast about his upcoming work.
Vogue featured La Boite Theatre’s Courtney Stewart among two other Australian female Artistic Directors as those who will take the lead in 2023.
The Weekend Australian REVIEW featured The Poison of Polygamy, which also achieved a front cover pointer.