Honouring legacy and sacrifice on ANZAC Day

Crafting a campaign to amplify remembrance and participation

Each year, the streets of Brisbane fill with pride, remembrance and respect as the city comes together for the annual ANZAC Day Parade, a time-honoured tradition commemorating the service and sacrifice of Australian and New Zealand servicemen and women.

In 2025, Aruga proudly stood shoulder to shoulder with the ANZAC Day Parade Brisbane Committee to execute a promotional campaign which shared stories that matter and encouraged participation and attendance at the parade.

Our mission was to drive participant registrations from the defence force community, pack the city streets with supporters and well-wishers, and remind Brisbane why showing up to watch the CBD parade on ANZAC Day matters.

Results

678

total editorial clippings

12.4M

editorial audience reach

100%

positive/balanced sentiment

28K

total profile views (across Facebook & Instagram)

14.9K

total profile reach (across Facebook & Instagram)

13K

Brisbane CBD parade attendees & participants

Deliverables

Strategic Public Relations

Developed and executed a comprehensive, integrated campaign, including copywriting, design, social media, and earned media, that delivered tailored editorial coverage, boosted awareness and attendance, and reinforced the significance of ANZAC Day across diverse media outlets.

Content Creation

Created a series of stories and videos that were carefully planned and creatively designed to connect with both new and loyal audiences. The content was emotionally engaging and consistently reflected the brand’s message.

Integrated Social Media Campaign

Created social media channels for the ANZAC Day Parade Brisbane via Meta (Facebook & Instagram), to provide the brand with a clear, owned voice and platform to promote awareness and encourage attendance leading into the event.

Winning Tactics

Aruga’s media relations campaign reached over 10.64M people and shined a spotlight on the stories that mattered most.

Aruga produced a rich suite of content, including a compelling video series that spotlighted veterans and volunteers of the ANZAC Day Parade Brisbane – effectively communicating the Parade’s significance and driving meaningful community engagement.

Aruga worked closely with the ANZAC Day Parade Committee to manage on-the-ground media throughout the Parade. Our strong media connections and reputation as a reliable source, we secured attendance from all major news stations.