Halcyon
Telling tales of enterprising women
Brisbane Economic Development Agency
Business
Promoting the leading ladies of Brisbane’s booming business sector
Once upon a time, Brisbane Economic Development Agency (BEDA) engaged Aruga to share the stories of worthy women who received an inaugural Lord Mayor’s Women in Business Grant.
Our narrative was strong and our characters unforgettable with 54 female-led enterprises receiving a share of $250,000 to grow and develop their COVID-impacted small businesses.
Aruga delivered quality over quantity, using human-interest storytelling to land strategic coverage in News Corp Careers, City Beat Confidential and InQueensland, including two front-cover stories.
Our work helped raise the profile of grant recipients, showcase BEDA’s support for women in business and increase awareness around the contribution of female entrepreneurs in Brisbane’s small businesses.
Results
8
unique media clips (including 12 syndications)
4M
audience reach
$58.1K
equivalent advertising value
Delve deeper into the strategy behind this work
See under the bonnet
Winning Tactics
Investing the time upfront to interview a selection of grant recipients to uncover one-of-a-kind newsworthy storytelling opportunities.
A PR approach that prioritised the media platforms we knew our target audience actively consumed over ‘prestigious’ titles or those with a high ASR value.
Tailoring unique angles that aligned with news and current events to add relevancy and urgency to media opportunities.
