Avenue Q –
AG Theatre’s Debut Season
Client: AG Theatre Productions
Production: Avenue Q
Dates: 22 February – 22 March 2025
Venue: The National Theatre, St Kilda
Overview
AE Creative Communications was engaged to lead the publicity and media strategy for Avenue Q, the debut production by new commercial theatre company AG Theatre Productions, founded by Andrew Gyopar. The production marked a major step for Melbourne’s independent theatre scene — combining a beloved, Tony Award-winning musical with a bold, irreverent marketing message that framed Avenue Q as the & anti-musical & for a modern audience.
Staged at the historic National Theatre in St Kilda, the campaign focused on positioning the show as high-quality, low-cost entertainment that champions emerging local talent — with puppets, adult humour, and heartfelt moments in equal measure.
Objectives
o Drive ticket sales for the full season.
o Position AG Theatre as a new commercial theatre production company producing high production value, lower cost quality entertainment in Melbourne, with a focus on showcasing new and emerging talent on and off stage.
o Spotlight emerging and early-career artists in mainstream media.
o Build awareness of Avenue Q as an edgy, R-rated comedy that resonates with both traditional theatre and non-traditional theatre audiences.
Execution
Target Audiences
o Young professionals and university students in Melbourne’s inner south and bayside areas
o Theatre and musical lovers looking for fresh, offbeat productions
o LGBTQIA+ and neurodiverse communities
o Local puppet/circus fans and pop
PR Strategy & Execution
AECC delivered a 360° campaign including:
o Media pitching to over 80 outlets across metro and niche sectors (arts, LGBTQIA+, lifestyle, multicultural)
o Media management of a full red carpet gala and influencer engagement for Opening Night
o On-site media coordination, guest list curation, and the procurement of drinks partnership with IDLE HOUR Vodka and Miners Ridge Winery
o Focused messaging around affordability, relatability, and the show & unique tone (“not for kids,” “anti-musical,” “R-rated puppets”)
o Campaign lead times aligned to rehearsal, tech, and dress rehearsal milestones
Earned Media Coverage Highlights
Reviews and coverage from outlets including:
o The Age
o Limelight Magazine
o Beat Magazine
o Theatre Matters
o My Melbourne Arts
o Frooty
o Scenestr
o The Blurb
o The Philippine Times
Features and mentions also appeared via:
o 10 News – Must Do Melbourne
o Stage Whispers
o Australian Arts Review
o JOY FM
o SBS Filipino
o Today Show – Ch 9
o ABC Radio Melbourne – The Friday Revue
o Southern FM 88.3
Influencer & Digital Reach
AECC curated over 20 influencers to attend across the season including:
@katiegoldberg
@melbournemystyle
@littlek
@alexinmelbourne
@madco.agency
@amylouiseruffle
@piagould.hmua
@rubyslippers
@shaadisandmore_au
Opening night and seasonal content reached diverse audiences across fashion, food, lifestyle, LGBTQIA+ and arts verticals, expanding beyond traditional theatre publicity.
Opening Night Highlights
o Hosted at The National Theatre on 22 February 2025
o Red carpet media management and influencer attendance
o Drinks sponsored by IDLE HOUR Vodka and Miners Ridge
o Guest list included performers, theatre industry figures, drag queens, celebrity chefs, comedians and Melbourne-based creatives
Why It Worked
AE Creative Communications amplified Avenue Q’s unique appeal by leaning into its contrast to traditional musicals — comedic, crass, relatable, and queer-friendly. The campaign highlighted AG Theatre’s exceptional production quality while tapping intoyounger, digitally-savvy audiences often left out of mainstream musical theatremarketing.The result: a vibrant opening, packed houses, and broad recognition for AGTheatre’s bold debut.
