Swinburne + Rolling Stone to welcome Year 12s with Next Stage concert via Initiative + Deloitte

Swinburne + Rolling Stone to welcome Year 12s with Next Stage concert via Initiative + Deloitte

Some of Australia’s hottest rising artists will take centre stage at Swinburne’s Hawthorn campus on 17 December to celebrate the 2021 Year 12 cohort’s end of school year, receipt of ATAR results and the return to on-campus university life next year. The event is the brainchild of Initiative Media and Rolling Stone Australia.


Swinburne will host an on-campus Change of Preference (COP) Expo called Next Stage, where students can have face-to-face discussions with Swinburne teaching staff about the courses they teach, learn about their career options and enjoy campus tours led by current students. This will coincide with the COP period – a five-day window where students can change their shortlist of course preferences in VTAC.

Following the COP Expo, students can watch Mallrat, CXLOE and JXN perform at Swinburne’s Next Stage After Party – a must-attend live music event. JXN is one of Australia’s most followed artists on TikTok and CXLOE and Mallrat are emerging alt-pop talent.

Says Wayne Philbert, client partner at Initiative: “Initiative Melbourne are thrilled to be part of this exciting activity for Swinburne University of Technology.

“The Partnership with Rolling Stone Australia, which connects emerging and prolific Australian talent to Swinburne’s upcoming group of students, reflects their next gen_now brand in an expressive way and we’re sure will be a fantastic experience for students attending after a challenging year.”

Swinburne + Rolling Stone to welcome Year 12s with Next Stage concert via Initiative + Deloitte

An integrated campaign created by Deloitte Digital launched on the 5th of December with the theme of “Choose your Next Stage.” The campaign includes key tram routes, a Flinders Street station domination, large-format OOH and street posters and will also feature across digital channels including Pedestrian TV content, Rolling Stone Australia media and socials like TikTok and Snapchat.

Carolyn Bendall, chief marketing officer at Swinburne said she was delighted to continue to work on great projects with Initiative Media and partner with Rolling Stone Australia for the first time: “This is the first time Rolling Stone Australia has partnered with a university and we are proud that it’s Swinburne. The campaign is clever, incisive and continues to build on our commitment to speaking to the next generation of leaders and thinkers via our next gen_now messaging.

“After missing out on so many rite-of-passage events – like 18th birthday parties and school formals – this is the perfect way for students to reconnect with their peers and get excited about the return of campus life and culture in 2022.”

The event will include show bags and free food and coffee, with a selection of wood-fired pizzas, gourmet burgers and ice-cream on offer, in addition to live DJs and a photo booth.

The Swinburne COP Expo will be held inside Swinburne’s Advanced Technologies Centre from 10am to 3pm. The COP After Party will be held from 3pm to 6pm. Guests will be required to check-in via QR code and show proof of COVID-19 vaccination. 1,500 free tickets will be available for Year 12 students to claim. Both are private events, and students must register their attendance via the Swinburne website. Tickets are available now on www.swinburne.edu.au

Carolyn Bendall – Chief Marketing Officer
Amy Whitehead – Deputy Director, Marketing
Elizabeth Bardwell – Director Communications and Media
Laura Iakovidis – Brand and Campaign Manager
Rachel Bennett – Brand and Campaign Specialist
Ryan Jones – Creative Manager
Nishan Bandaranayake – Head of Domestic and Direct Recruitment

Agency partners
Deloitte Digital – Brand and campaign creative
Initiative Media – Media planning and buying
Bastion Amplify – Management of influencer outreach and media relations
Rolling Stone Australia – Artist partnership