A New Way to Explore the Scenic Rim

Launching Scenic Rim Trail’s Self-Guided Adventure

Scenic Rim Trail engaged Aruga to generate awareness and editorial coverage for the launch of its new four-day self-guided walk through Queensland’s World Heritage-listed Scenic Rim. Designed for experienced hikers seeking greater flexibility and independence, the new offering needed to stand apart while maintaining the premium positioning of the brand’s flagship guided experiences.

Aruga developed the launch PR strategy, which combined Scenic Rim Trail’s established in-market reputation with targeted outreach to broader travel and lifestyle audiences, tapping into growing interest in wellness, nature-based and adventure travel.

The campaign generated 202 media items and more than 3.41 million potential audience reach, introducing the self-guided experience to both existing trail audiences and new consumers.

Results

202

total media items

3.41M+

potential audience reach

186

online + social media clips

5

print placements

11

radio mentions

1

famil coordinated

Deliverables

Media Relations

Leveraging relationships with national and Queensland travel, lifestyle, adventure and tourism media to generate targeted coverage for the new self-guided experience.

Media Visits

Identifying and coordinating relevant media famil opportunities, matching journalists to the experience to generate authentic coverage of the four-day self-guided trail.

Copywriting

Creating campaign messaging and media materials that clearly positioned self-guided as a new way to experience the trail, while complementing the existing guided offering.

Winning tactics

Leveraging existing trail awareness. Aruga leveraged Scenic Rim Trail’s established reputation across adventure and hiking media to generate immediate interest, creating momentum for the new self-guided offering from launch.

Expanding beyond adventure media. Aruga used established relationships with lifestyle and travel outlets including The Urban List, Time Out and 9Travel to introduce the trail to new audiences.

Matching media to the experience. Aruga carefully considered journalist experience and suitability when coordinating media visits, ensuring hosted guests could confidently take on the demands of the self-guided trail.

Tapping into travel trends. The campaign connected the self-guided experience with growing interest in wellness, nature-based and adventure travel, giving media a timely reason to explore a more flexible way to experience the Scenic Rim.