Brisbane Festival
Promoting The Gathering Festival 2021? We kilt it
The Gathering Festival
Arts
Community
Hairy coos, sword-fights and kilts, oh my!
When Aruga was tapped to provide PR and paid social media services for The Gathering, Queensland’s largest Celtic festival, we donned our tartan and did the highland fling.
We welcomed 7,860 attendees to the one-day event, using a single paid ad campaign to exceed the sales goal of 5,000 tickets by 57%.
Leveraging ‘hairy coos’ and highland dancers, we reached a national TV audience via Sunrise and delivered bespoke media moments for 7News and The Courier-Mail, culminating in a record-breaking 30th-anniversary event.
Results
1.7M
audience reach from PR coverage
$82K
estimated equivalent advertising value
7,860
attendees (+57% of target)
4,927
clicks to website
90
media clips
4.15x
return on ad spend
88K
prospective attendees reached via a single paid social media campaign
Delve deeper into the strategy behind this work
See under the bonnet
Winning Tactics
Ensuring every Celt in Queensland knew about The Gathering Festival using interests-based targeting on social media.
Hosting an unmissable media call that truly captured the Celtic spirit – involving everything from medieval re-enactment to hairy coos.
Creating a holistic strategy that ensured paid social media and public relations worked together seamlessly to generate widespread buzz across South-East Queensland and beyond.
