Following the roaring success of its 2016 debut, the euphoric orchestral masterpiece, IGNITE: Symphonic Dance Anthems, returned to Vivid Sydney for its second year.

The brainchild of internationally renowned Australian DJ, Dan Murphy, the fully-immersive visual and acoustic event, reimagined and revived a number of iconic dance tracks. The event features intense, immersive tones of a full symphony orchestra, topped with a selection of international vocalists, a choir and a spectacular synchronised light show.

FORWARD Agency was engaged to drive awareness and ticket sales for the event, positioning the event as a must-see show and highlighting the key talent, sensory-filled performances and unique experience.


The event was incredibly popular when it debuted in 2016, in particular with the LGBT community, within which DJ Dan is well-known for his sell-out music and entertainment events. However, IGNITE and DJ Dan lacked awareness with the broader population.

To build DJ Dan’s profile and drive ticket sales to a wider audience, a key focus of the campaign was securing media coverage for the event in mainstream media, as well as entertainment, culture and lifestyle media publications.


FORWARD put in place a three-phase PR approach to engage key media across metro, lifestyle and entertainment publications.

Vivid Sydney Program Launch

Leveraging the excitement of the launch of the Vivid Sydney 2017 program, FORWARD conducted mass media outreach announcing the return of IGNITE to the 2017 line-up, ensuring that IGNITE was included in Vivid program highlights pieces, unique events features and ‘what’s on’ listings.

Media Preview

In order to bring the event to life, FORWARD and DJ Dan hosted media at an exclusive preview of the event at The Beresford Hotel. An intimate group of journalists were treated to a glimpse of the 2017 performance, including live singers, a full orchestra and light performance.

Media Interviews

As well as event listings, media were offered interviews with DJ Dan and Conductor, Scott Ryan, to also build their profiles. The pair discussed their careers, the event and the future plans for IGNITE.


  • Three sold out events
  • 18 pieces of coverage appeared in key target media across print, online and social media, reaching more than 9.9 million Australians nationally
  • Coverage highlights included Pedestrian TV, Sunday Telegraph, Sydney Morning Herald, Broadsheet Sydney, TimeOut, The Music and The Brag.

  • Date Published:Tuesday 31 October 2017