Written by Alex Robins

For any brand event or production, generating excitement before and during its run is essential to securing audiences and critical acclaim. 

Converted!, a satirical disco musical by the Australian Theatre for Young People (ATYP), IMPACT’s pro bono client, explores themes of self-love, acceptance, and the LGBTQIA+ experience within the context of a conversion therapy camp.  

Premiering in January as part of the 2025 Sydney Festival, the production required a carefully crafted PR, influencer and event management campaign to ensure it reached audiences and maintained momentum throughout the festival. 

The brief: Creating that disco fever 

ATYP approached IMPACT with a clear set of objectives: 

1. Position Converted! as one of the must-see productions of Sydney Festival.

2. Generate positive awareness of the premiere of Converted! at the 2025 Sydney Festival to: 

• engage journalists + influencers 
• spark audience interest 
• garner positive critical reviews, and
• drive ticket sales. 

The strategy: Lights, camera, action! 

To achieve maximum impact, IMPACT executed a multi-phased strategy designed to build anticipation, secure influential attendees to the opening night, and sustain momentum throughout Converted!’s run at the Sydney Festival.  

By leveraging and inviting IMPACT’s VIP connections, including key opinion leaders, journalists and content creators, for exclusive previews and opening night attendance, the campaign drove buzz across both media and social channels. The approach involved hyper-targeted media outreach, influencer engagement, and strategic event support. 

The strategy was executed in three key phases:

1. Setting the stage for a one-of-a-kind show 

IMPACT initiated pre-show media outreach, inviting key arts, youth and LGBTQIA+ publications to the Sydney Festival announcement of Converted!’s premiere. This ensured the musical was placed in front of influential media from the outset. 

 To generate maximum buzz ahead of the debut within the timeframe, IMPACT secured radio and online news interviews with Converted!’s creator, Vic Zerbst, and producer Hayden Tonazzi.  

 Access to the show’s creators provided opportunities to delve into the production’s powerful themes of self-love, LGBTQIA+ advocacy, and the intersection of art and activism. 

These topics were unique to Converted! when compared with other 2025 Sydney Festival productions and, therefore, helped to promote the show as ‘one of a kind’ ahead of its official debut. 

 2. Opening night magic

As the premiere night approached, IMPACT focused on securing influential attendees for the opening performance. This involved inviting a carefully curated mix of high-profile journalists, arts critics, and influencers aligned with the themes of the musical.  

IMPACT also assisted with the event set up, including generating engaging assets for owned and earned use. On-the-ground vox pops were conducted with VIP guests to gather immediate audience reactions post-show, capturing real-time positive feedback that was then shared across social media. 

Opening night content combined with the assets shared by ATYP, sparked organic social media buzz and helped generate intrigue and excitement. 

 3. Keeping the spotlight on Converted!

Following the premiere, IMPACT shifted focus to maintaining media momentum throughout the show’s run at Sydney Festival.  

This involved proactive and reactive media outreach to secure ongoing coverage in youth, arts and LGBTQIA+ publications. The additional press coverage, reviews, and ‘what’s on’ pieces, ensured the production remained visible throughout the festival.  

User-generated content from attendees and influencers across the show’s run, including those from opening night, further amplified awareness across socials, including TikTok and Instagram. 

The results: Breaking boundaries  

Through strategic media outreach, influencer engagement and event support, IMPACT successfully elevated Converted! and ATYP’s profile, ensuring sustained visibility throughout the festival run.  

Media and influencer coverage pre- and post-opening night played a crucial role in driving awareness and contributing to strong ticket sales. 

The campaign secured over 15 VIP attendees across the show’s run and achieved 88 media clips that generated a combined reach of more than 57 million. 

User-generated content by our VIP creators alone grabbed the attention of over 74,000 Sydneysiders on social media, amplifying the show’s visibility to target audiences. 

The inclusion of Converted! in ABC’s wrap of its favourite Sydney Festival shows reinforced the success of our campaign and positioned the show as one of the festival’s most talked-about productions. 

At the heart of it, Converted! was a powerful show, featuring an exceptionally talented cast and team, and IMPACT was proud to support and promote such a deserving production.