Brisbane Economic Development Agency
Bringing the Valley vibe to a wider audience
Brisbane City Council
Business
Retail
Broadcasting a different tune for Brisbane's beloved live music and lifestyle precinct
As Australia’s first dedicated entertainment district, Fortitude Valley needs no introduction.
However, the popular live music precinct needed to spin a different tune to drive mid-week and weekend visitation and showcase its daytime offerings and unique indie retailers to a wider Brisbane audience.
Since 2019, Aruga has partnered with MyValley, a Brisbane City Council initiative to promote and support the Valley Malls precinct, to produce a monthly content suite of original articles, vibrant imagery and savvy social media and eDM content to entice visitors to eat, shop, play and stay in the Valley.
Results
140
original blogs (2020-2021)
30
eDMs (2020-2021)
23%
increase in pageviews and sessions (2021)
393K
blog views in total (2019-2021)
210
organic Instagram posts (2020-2021)
170
organic Instagram Stories (2020-2021)
Delve deeper into the strategy behind this work
See under the bonnet
Winning tactics
Highlighting the vibrant mix of traders and businesses in the MyValley precinct through high-quality visual assets, captured monthly.
Creating regular listicle-style blog content to showcase the breadth of Valley dining, shopping and entertainment experiences on offer.
Pivoting through a pandemic to deliver relevant and informative content that added value to the MyValley audience and supported local businesses.
