Best news and/or social media and creative collaboration (sponsored by Griffith University)

This award recognises collaborations between a media organisation or individual - including news reporting, marketing, advertising or public relations campaigns - and one or more creatives. Judges looked for collaborations where the use of traditional news media or social media raised the profile of art and creativity in the broader community.

WINNER: Sold-out seasons and standing ovations - Queensland Theatre Company’s 2025 Season, nominated by Aruga in collaboration with Queensland Theatre Company.

In 2024, Queensland Theatre Company partnered with Aruga to reimagine how a state theatre company connected with its audience.

What began as public relations support evolved into an integrated, creative collaboration spanning strategy, communications and design. In addition to its paid engagement, Aruga provided significant contra support as a recognised corporate partner.

The partnership broke convention by replacing the traditional brochure with a 64-page souvenir Season Magazine. Built around the brand platform “All Feeling. No Filter.”, the publication featured in-depth articles, artist interviews and long-form storytelling designed to deepen audience connection.

The result was a culturally resonant campaign that elevated Queensland artists, redefined arts communication and repositioned Queensland Theatre Company as a bold leader in Australia’s cultural landscape.

Across 2025, integrated public relations activity generated 819 media placements with an estimated advertising value equivalent of more than $615,000 and audience reach of 23.7 million. More than half of the media placements were national or interstate, raising the profile of Queensland artists on the national stage.

Paid social media campaigns further amplified the reach, connecting with 2.8 million people and generated more than 150,000 link clicks.

Sustained visibility across print, digital and broadcast media contributed to a 41% year-on-year increase in box office revenue, 5% year-on-year growth to 76,000 attendees, an extraordinary 99.6% subscription renewal rate, 14% in new subscribers and a customer satisfaction score of 92% - demonstrating the tangible, commercial impact of the collaboration.

Rather than relying on traditional “what’s on” messaging, Aruga developed emotionally-driven storytelling that extended beyond the stage to promote artists, the creative process and community impact.

The judges said the collaborators’ willingness to break convention and reimagine audience engagement was particularly compelling, resulting in exceptional outcomes that significantly elevated the profile of Brisbane’s creative sector.

The entry presented an outstanding example of a trusted, integrated collaboration that demonstrated a clear strategy and evolution from PR to full campaign, a strong audience engagement and storytelling approach, and excellent use of social and traditional media that delivered measurable results and audience growth.