Steve the Queen's marketing centres queer identity, joy, and visibility, positioning the show as a bold and original Australian story for LGBTQIA+ audiences and allies. It's re-contextualisation of drag as a domestic grind sets it apart. A digital-first campaign across Instagram, TikTok, and Facebook uses camp, character-driven content featuring observations on suburbia and behind-the-scenes insights.
Community engagement drives word-of-mouth through queer networks and grassroots outreach. The character of Steve speaks directly to audiences with witty commentary about local suburbs, bold visuals and witty messaging. The project and its campaign are unapologetically queer—focused on connection and celebration (and driving ticket sales... obviously).
+ Printed materials - posters, flyers, program and accessible program
+ Digital assets - stills, videos, media release
+ Social Media Assets - reels, carousels, posts, stories
+ Promo Video (25 secs)
+ Archival video of show - email for password
+ Published play - *in conversation about final steps with Playlab*
Photographs
+Hero Image - formatted to square, vertical/phone presentation, FB banner, A3, A4 and A5 (more formats on request) available with/without text and reserved space for logo placement
+Cast Solo Shots (in character) - formatted to square and vertical/phone presentation, in same style as hero image
+Supporting/promotional images x 4, same style as hero image
Community, family and connection is at the centre of this work. This production provides a range of during and post-show experiences that connect audiences to the creative work and their community through dialogue and participation.
+LOCAL DRAG KING / QUEEN CAMEOS+
During the show, a local drag king or queen will be invited to peform a lip-sync as the support act to Steve’s performance at The Toucan club.
+DRAG BINGO+
Steve the Queen hosts a drag bingo with more one-liners and prizes - popular mid-week and with large groups.
+COMMUNITY LED PANEL+
The production will work with local pride and community health organisations to lead a discussion about themes of the play as it pertains to each particular region such as PFLAG, relationships Australia and diverse voices.
+ARTIST Q&A+
The cast and creative team share how the performance was developed, rehearsed and executed offering insight into the creative process for local audiences.
+SOCIAL MEDIA+
Includes social media takeovers, mediatized rehearsal content, and interactive posts to spark connection. The character Steve the Queen appears in our social media campaign where he comments on the area he is visiting (see our TikTok!). These videos garner high engagement and make our audience feel part of a cheeky dialogue with production.
