Canberra Theatre Centre (CTC) partnered with CRE8IVE to rebuild audience connection post-COVID. The ‘Immerse Yourself’ campaign transformed the venue into a must-visit destination through bold storytelling, interactive design and emotive digital experiences.
After COVID-19, CTC needed to re-establish itself as the cultural heart of Canberra. The goal was to reignite community interest in live performance and increase venue visitation.
To reconnect audiences with the arts, CRE8IVE focused on reaching people who plan social outings for their friends and families. The campaign spoke to emotions people feel at the theatre and showed how each visit could be a powerful experience worth coming back for.
We developed a multi-dimensional campaign that blended physical activations, emotional storytelling and digital outreach. Anchored by the theme ‘Immerse Yourself’, the work invited Canberrans to reconnect through shared cultural moments.
The campaign redefined CTC’s role in the community. Increased attendance, stronger audience sentiment and a renewed cultural presence marked its success, positioning the Canberra Theatre Centre as lively and unforgettable.
The campaign re-established CTC’s cultural presence and elevated its brand recognition. It strengthened community connection, increased footfall and reignited audience enthusiasm for shared live performance experiences.
