Launching The Terminal Edit for Brisbane Airport Corporation

Turning wait time into wow time

Brisbane Airport partnered with Aruga to help reframe its Domestic Terminal retail offering as a fashion, beauty and lifestyle destination worth arriving early for. The goal was to boost awareness of the specialty retail mix and inspire travellers to stop, browse and shop, using storytelling that felt fresh, relevant and very Brisbane.

We launched The Terminal Edit, a bold new way to package the terminal’s retail into bite-sized, need-driven edits that match how people shop while travelling. We brought it to life with scroll-stopping content, in-terminal OOH, digital and EDMs, and dialled up the buzz through a Style Magazines takeover and creator content that travelled well beyond the airport.

This isn’t a one-and-done campaign. The Terminal Edit is designed to flex, evolve and realise its ongoing future potential. By mixing editorial polish with playful, practical storytelling, we countered waiting time with retail therapy and made the Domestic Terminal feel like part of the trip, not just the start.

Results

340,091

video views

24,000

Style Magazines eDM opens

4,000+

engagements

11

out of home assets created

Deliverables

Campaign Ideation

Creating The Terminal Edit, a versatile concept that travels across all consumer channels with long-term usage potential.

Content Creation

Designing bold, eye-catching billboard assets that made travellers stop and look.

Influencer and Talent Engagement

Booking local influencers and identities to create buzz throughout the terminal as well as across lifestyle and social media.

Copywriting

Writing snappy, on-point copy from taglines to eDMs to blogs that turned waiting into browsing.

Winning Tactics

Aruga leveraged our insider airport knowledge to create another winning campaign built to last.

Aruga collaborated with Style Magazine to plan and tailor visual content to secure a coveted six-page fashion feature, complete with a glossy front cover.