The 12 campaigns of 2023 that made us merry and bright
6 minutes read
2023 - The gift that kept on giving!
Aruga danced our way through 2023, working with a host of dazzling clients and delivering sparkling results.
Take a sneak peek and unwrap some of the major campaigns that kept us on our toes as we shimmy our way into 2024.
THAT TIME WE TOOK OUT A GLOBAL AWARD
Brisbane’s Best Bites | Brisbane Airport Corporation
Taking airport dining to new heights, Aruga cooked up an integrated strategy to position Brisbane Domestic Terminal’s food and beverage retailers on par with the city’s high-end dining experiences. Amplifying traveller spend by 5 per cent, Brisbane’s Best Bites took out the Global Food & Beverage Marketing Campaign of the Year at the 2023 International Airport FAB & Hospitality Conference Awards and the Airport Excellence Commercial Award at the 2023 Australian Airports Association National Industry Awards, plus was a Finalist in the 2023 Property Council of Australia Queensland Retail Property of the Year Awards for Excellence in Marketing.
THAT TIME WE KICKED UP DUST IN THE DESERT
Queensland Destination and Events Program | Tourism and Events Queensland
Packing our bags and swags, we hit the road in 2023 to host carefully selected journalists on the media trip of a lifetime, visiting some of Outback Queensland’s most iconic events and regions including the Julia Creek Dirt n Dust Festival and Australia’s largest family fishing comp, the Boyne Tannum HookUp. Working with Tourism and Events Queensland (TEQ), we ensured the sun shone bright on some of the state’s greatest – and wildest – regional events and unique destinations.
THAT TIME WE BROKE RECORDS AND SET A NEW PB
The Sunday Mail Transurban Bridge to Brisbane 2023 | News Corp
Donning our finest activewear and rounding up our A-list squad including Reece Walsh, Lee Carseldine, the Queensland Firebirds, Sami Rose, Taylor Fielding and Abbey Hall, Aruga unleashed an electrifying media, social and influencer blitz. The result? Bridge to Brisbane registrations sprinted past the finish line, smashing all expectations! The event was a runaway success with a jaw-dropping 30,000 participants – the biggest turnout in six years – and a record-breaking $1.2 million raised for Queensland’s treasured charities and community groups.
THAT TIME WE CELEBRATED QUEENSLAND’S MOST INSPIRING BUSINESSES
Queensland Reconciliation Awards | Department of the Premier and Cabinet
For a fifth year, we partnered with the Queensland Government to shine a well-deserved spotlight on the exceptional efforts of those dedicated to Reconciliation in Queensland as the state united to honour and celebrate inspiring initiatives from businesses, community groups, educational institutions and partnerships. With eloquent copywriting, adept media relations and thoughtful ambassador management, Aruga amplified awareness about the awards across the state, increased nominations and highlighted past and present winners.
THAT TIME WE UNLEASHED BRISBANE'S CULINARY PASSION AND THE WHOLE CITY DINED OUT
Dine BNE City | Brisbane Economic Development Agency
As Dine BNE City returned to energise Brisbane for a third year, Aruga cooked up a storm of delicious content as locals and visitors alike were inspired to make the most of the enticing dining options in The City. Dishing up a targeted editorial strategy backed by mouth-watering copy, we kept things simmering across social media by engaging Brisbane’s best content creators and influencers to join in the month-long culinary celebration.
THAT TIME WE WROTE A BOOK
Legacy Brand Book | Bolton Clarke
Aruga’s specialist writers were called upon to document Bolton Clarke’s almost 140-year legacy of care for Australians, using their expert word craft to research and write a beautiful hardcover coffee table book. The book’s key themes of living well and positive ageing were boosted by enlisting literary luminaries such as William McInnes, Nikki Gemmell and Mary-Rose MacColl as guest writers. The gorgeous memento will be published and unveiled in early 2024.
THAT TIME WE MADE THE CITY BOTANIC GARDENS GLOW
Lightscape Brisbane | Sony Music Entertainment
A dazzling display of light, art, music and nature deserves a vibrant media relations campaign. From Lightscape Brisbane’s on-sale announcement as part of Brisbane Festival and right across its thrilling six-week season, Aruga made waves! We set the stage with a dazzling VIP preview night that left media and influencers in awe then cranked up the excitement further with ticket giveaways via major online and broadcast media outlets. Our team shone as they ensured media opportunities flowed throughout the six-week season of light and wonder, resulting in record-breaking attendance!
THAT TIME WE TRAINED THE MICROPHONE ON BRISBANE
Dream Boldly | An original podcast by Aruga and Committee for Brisbane
Aruga loves any excuse to talk up the many spectacular things happening in and around our magnificent hometown. Partnering with Committee for Brisbane, Aruga co-founder Adam Brunes took to the mic on season one of the Dream Boldly podcast, introducing some of the best and brightest minds driving Brisbane forward. Thought-provoking conversations rolled, big ideas were unpacked and aspirations for the future were shared. Stay tuned for season two in 2024!
THAT TIME WE DELIVERED FOR SUBWAY (LITERALLY)
Subway Delivers | Subway Australia and New Zealand
We hit the streets with Subway® Australia to announce its new in-app delivery service across Australia and New Zealand. Delivering 1000 free subs, our video content producer captured all the feel-good action with some of our Aruga team members making stunning cameos as they joined the fun of sharing a surprise free lunch, engaging OG and new fans with diners ordering their favourite Subs in record numbers 💚
THAT TIME WE RAISED THE ROOF ON A NEW DINING DESTINATION
Night Feast and Vertigo | Brisbane Powerhouse
Brisbane Powerhouse fired up fresh new foodie offerings in 2023 and Aruga was on hand to take the iconic arts venue to new heights as a trailblazing dining destination. Drawing record crowds to the inaugural Night Feast autumn food event, Aruga returned to herald the return of its second iteration in spring. Adding to the gourmet glamour of Brisbane’s hottest new food event, we took media from across the country to the skies to launch Vertigo. Brave journalists and influencers were coaxed into dining at the world’s first vertical restaurant before abseiling from the Brisbane Powerhouse rooftop.
THAT TIME WE SCAVENGED FOR A GOOD CAUSE
FinderFest | Vinnies
Aruga pulled out our little black book and reached out to Queensland celebrities to gather a treasure chest of exciting items for Vinnies FinderFest. The annual celebrity scavenger hunt raises much-needed funds for the work of Vinnies, providing food, clothing, living expenses and crisis support for vulnerable people in our community.
From designer fashion, signed guitars from ARIA-winning artists and one-of-a-kind pre-loved pieces from Queensland’s favourite sporting and fashion icons, Aruga is proud to have played a part in ensuring the success of this important fundraising event.
THAT TIME WE DEMONSTRATED THE POWER OF A RAINBOW
Awareness Day Toolkit | LGBTQ Domestic Violence Awareness Foundation
It was an honour to collaborate with the LGBTQ Domestic Violence Awareness Foundation to launch a ground-breaking toolkit on LGBTQ Domestic Violence Awareness Day, 28 May. This toolkit serves as a crucial guide to making a tangible difference for those affected by domestic, family and intimate partner violence. We also embraced the opportunity to show our support, donning a touch of sparkle and joining the team at the annual Light Up The Night Gala.
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