Queensland Theatre

CHALLENGE

Ahead of their 2022 Season, Queensland Theatre appointed IVY as their retained publicity agency with a mission to share the stories of their creatives, writers and performers with a wider Australia, extending out past their traditional arts audience.

This new partnership also presented the opportunity to build the reputation of key members of the Queensland Theatre leadership team, establishing them at the forefront of arts and culture across the country.

SOLUTION

Taking to each production with a fine-tooth comb, we focused in on the unique experiences and points of view of the storytellers behind each production, identifying links to popular culture as a way to bring relevance and interest to the individual stories on a wider scale.

This approach nurtured a powerful relationship between Queensland Theatre and national media resulting in a massive surge in earned media coverage Australia-wide, with a total of 214 placements achieved across the year.

This ongoing narrative culminated in a front-page placement for Queensland Theatre’s Artistic Director Lee Lewis, naming her as one of the extraordinary creatives leading our state’s Arts industry into the future, along with an influx of national coverage for the final production of the year, First Casualty.       

IVY continues to work with Queensland Theatre today.

RESULTS

6,947,993 // PR reach
$2,514,738 // PR value
217 // Pieces of coverage
38:1 // ROI