Victorian State Schools
Spectacular 2024 –
“SPLASH”
Client: Department of Education, Victoria
Campaign Duration: Mid-July to Mid-September 2024
Campaign Region: Melbourne Metro, Regional & Local Victoria
Overview
AE Creative Communications was appointed by the Department of Education to deliver a state-wide publicity campaign for the SPLASH themed, Victorian State Schools Spectacular 2024.
The campaign aimed to spotlight the talent of thousands of state government school students participating in the large-scale performance at John Cain Arena, and promote inclusion, creativity, and the value of arts in public education.
Objectives
o Raise awareness of the event across Victoria
o Profile participating students and schools in local, regional, and state media
o Encourage community engagement and media attendance
o Highlight diversity and positive youth stories through earned media
Execution
Strategy & Implementation
AE Creative Communications led a two-month earned media campaign spanning:
o Targeted pitches to over 100+ outlets, segmented by metro, regional, and multicultural media
o Rehearsal earned media coverage arranged in Ballarat, Wodonga, Colac, and Melbourne
o Show week media management at John Cain Arena, including costume rehearsals and show-day media calls
o Influencer outreach with digital creators attending 2 x shows on September 14 th 2024.
o Customised pitching to community media outlets like Indian Link, NITV, and Neos Kosmos to amplify community representation in VSSS.
Media Outcomes
(Selected)
Metro Media Coverage Highlights:
o Herald Sun: Photo gallery + coverage
o ABC TV Melbourne: Show segment
o SBS/NITV News: Indigenous cast spotlight
o Indian Link: Feature on performer Ananya Hariharan
o Neos Kosmos: Feature on performers Amelia & Hope
Regional & Local Media Coverage Highlights:
o Channel 7 Border News, Channel 9 Melbourne, WIN News, ABC Radio Ballarat, Gippsland Times, Shepparton News, Wyndham Star Weekly, and more
o Secured local profile pieces for over 25 students across Victorian council area including Casey, Knox, Wyndham, Cardinia, Colac, Greater Shepparton, and Hobsons Bay
Influencer Involvement Highlights:
o @melbourneescapades (47.9k)
o @bhumikablogs (59.6k)
Media Events Managed:
o Melbourne Town Hall Combined Vocal Rehearsal (28 August 2024)
o John Cain Arena Costume Rehearsal (12 September 2024)
o Show Day Media Call + Coverage (14 September 2024)
Results & Value
Herald Sun (Print + Digital): 4.22 million
Indian Link: 700,000
Aussie Theatre: 100,000 monthly readers
Why It Worked
This campaign successfully elevated student voices across Victoria, securing coverage from local newspapers to national broadcasters, and positioned the Spectacular as a key fixture in the state’s arts and education landscape.
