Brisbane is open for business

Polishing a dazzling destination following a natural disaster

In March 2025, Brisbane was the focus of national headlines thanks to ex-tropical cyclone Alfred, causing many holidaymakers and business travellers to postpone their visits to the capital of the (usually) Sunshine State.

Alfred’s impact was short-term, meaning Brisbane was open for business and able to welcome visitors almost immediately.

Brisbane Economic Development Agency (BEDA) engaged Aruga to deliver a rapid-response digital visitation campaign that highlighted Brisbane’s recovery to inspire immediate travel.

Aruga’s campaign focused on reaching key markets in Sydney, Melbourne and Auckland through a hyper-focused digital media campaign and a content creator visitation program.

The result? Ultra-inspiring influencer content seen by audiences all over the world and lust-worthy travel content across 67 high-profile Australian publishers, resulting in strong content impressions and weeks of dwell time.

Results

3

high-quality influencers engaged across Australia and New Zealand

171

pieces of content posted (across Instagram & TikTok)

862k

reach via social content (across Instagram & TikTok)

124.5

hours total Reel watch time

67

high-profile Australian outlets publishing display advertising (CPM)

400k

content impressions via display advertising

Deliverables

Digital Marketing

Commissioning a digital media campaign targeting NSW, VIC and QLD audiences including families and SINKS/DINKS.

Influencer Engagement

Hosting three high-quality content creators with engaged audiences in our geographical markets.

Winning tactics

For high-impact, rapid results, Aruga delivered a digital campaign that highlighted some of Brisbane’s key experiences, with messaging customised for each publication’s target audience.

Aruga engaged three high-quality content creators across our key target markets, ensuring content was posted FAST to encourage visitation to Brisbane.