Brisbane Festival
Dazzling Sydney from Light to Dark
Sony Music Entertainment
Major Events
Fan favourite flickers to life
Globally renowned light and sound sensations, Lightscape and Dark Spectrum: A New Journey, returned triumphantly to Sydney in all-new, reimagined experiences and Aruga scored a front-row seat.
After executing a hugely successful campaign for Lightscape Brisbane in 2023, Aruga was engaged to deliver a media relations and influencer campaign for Lightscape’s 2024 Sydney season and that of its subterranean sibling event, Dark Spectrum: A New Journey. Aruga drove awareness of and visitation to these world-class events during Vivid Sydney 2024, the Southern Hemisphere’s leading multi-artform festival.
From star-studded guest lists, deftly executed media relations and engaging influencer content, Aruga secured more than 1,000 pieces of coverage to ensure every Sydney local and visitor added Lightscape and Dark Spectrum: A New Journey to the top of their to-do lists.
Results – Lightscape
717
media clips
20M
potenial audience reach
4
paid influencers engaged
35.1K
total paid social engagements
Results – Dark Spectrum: A New Journey
885
media clips
8.7M
potential audience reach
3
paid influencers engaged
2.9K
total paid social engagements
Deliverables
Public Relations
Secured quality earned media outcomes to drive visitation to Lightscape and Dark Spectrum: A New Journey.
Copywriting
Developed written materials including media releases, media alerts and fact sheets for Lightscape and Dark Spectrum: A New Journey.
Influencer Engagement
Coordinated and managed high-end influencers for paid promotion across the opening weekend of Lightscape and Dark Spectrum: A New Journey.
Partnership and Stakeholder Engagement
Managed stakeholder liaison for all relevant parties including RG Live, Mandylights and Destination New South Wales (Vivid Sydney).
Winning tactics
Aruga expertly strategised and managed the media relations of both experiences to secure earned media and broadcast coverage throughout the season.
Aruga managed an on-ground photography and videography shoot for Lightscape and Dark Spectrum: A New Journey to create a suite of 2024 assets.
Drawing on our extensive list of Sydney’s best influencers, Aruga secured seven top-tier content creators to deliver FOMO-worthy social content across Instagram and TikTok.
Aruga developed and distributed a VIP invitation to a guest list of over 400 people including stakeholders, media, celebrities, influencers and content creators to attend preview events for both experiences.
