RuPaul’s Drag Race Werq the World Tour is the largest drag production on the planet. ImpactInstitute was engaged to develop a media strategy that captured the scale and excitement around the tour and spoke to a younger generation of fans in an authentic way

The Challenge:  

Ru Paul’s Drag Race was establishing its brand with Australian audiences and wanted to build on the momentum of a smaller tour the previous year. As the only Drag Race tour to come down under, it was essential to create buzz to drive ticket sales for the show.  

The organisers needed support to create and execute an attention-grabbing PR strategy to raise awareness, generate conversation, and drive consumers to purchase tickets for the tour. 

The Solution:

ImpactInstitute developed a PR strategy that would leverage and amplify growing public awareness around the RuPaul’s Drag Race brand. Tactics included: 

Media Outreach: PR storytelling “the new generation of drag” through interviews, broad press releases and event listings  

Content Production: Storytelling “the new generation of drag” through visual content (photography and social media videos) 

Influencer Engagement: Using social influencers to create give-away competitions with campaign specific hashtags to highlight the new generation of drag 

Strategic Partnerships: Creating partnerships with youth-centric brands that support the new generation of drag- international leading cosmetic brand MAC and nationwide broadcast channel Pedestrian TV 


The ImpactInstitute team secured coverage with a broad range of consumer media outlets across print, radio, online and social.  

These included The Daily Telegraph, 9Honey, Pedestrian TV, Triple J, SBS Pride and Hit 92.9 Perth. 

We secured 78 coverage items with a total reach of 11,202,098 and 25 links back to Werq the World landing page.   

Photoshoots were secured with Australian Associated Press (AAP) and NSW at the rainbow crossing at Taylor’s Square – an iconic Sydney location of importance to our LGBTIQ community and history.  

II also secured brand partnerships with a wide range of national and international brands, like: 

  • MAC Cosmetics 
  • Pedestrian TV 
  • Erstwilder 
  • Caito Potatoe  


  • Public Relations
  • Influencer Relations
  • Content Production
  • Strategic Partnerships