A crescendo of culture

Tourism and Events Queensland


Major Events


Drumming up attention for Brisbane’s music scene

Amid the skyscrapers and scenic landscapes, Brisbane’s live music scene is the city’s pulsating heartbeat, home to some of the country’s biggest names in music including Powderfinger, Ball Park Music, The Veronicas and more. 

Working with Tourism and Events Queensland (TEQ), Aruga planned and delivered a strategic media famil campaign aligned with three of the region’s biggest arts and cultural events: Brisbane Festival, BIGSOUND and Queensland Music Trails’ Sweet Relief. 

With the city’s music scene striking a power chord, Aruga issued all-access passes to leading industry publications to amplify Brisbane’s vibrant cultural tapestry to a national audience. 




Journalists hosted from national media outlets


Unique editorial clips, including social amplification

Over 4M

Potential audience reach


VIP guests attending the Legends Lunch


Media Famil

Planning and delivery of a four-day, three-night media famil including liaison with major event organisers, hotels, venues and experiences, coordinating bespoke tours and managing all bookings.

Stakeholder Engagement

Liaison with major event stakeholders to curate an authentic itinerary that highlighted each event. Sourcing event key messages and relevant social handles to ensure amplification.

Media Relations

Coordination of interviews with artists, event organisers and key Brisbane music industry influencers for editorial inclusion.


Hosting the Brisbane Music Trail Legends Lunch at The Tivoli included planning, guest list development and RSVP management.

Winning tactics

Thumbs Up

Aruga created a bespoke itinerary for media guests to facilitate their deeper engagement with the breadth of the Brisbane arts and cultural landscape. 

Peace Sign

Aruga built connections between arts organisations, journalists and government stakeholders to increase connection with the music ecosystem. 


Aruga hosted a Brisbane Music Trail Legends Lunch where journalists met the biggest movers and shakers in Brisbane’s music, arts and cultural sectors, offering opportunities to strike up a conversation, network or conduct a casual interview. 

Campaign Highlights

NME ran a feature with six reasons to visit Brisbane over Spring and Summer, leading with BIGSOUND.
Monster Children spruiked Brisbane as the savour of live music reflecting on five iconic venues
NME highlighted the best of Brisbane in September from BIGSOUND to Brisbane Festival.
Harpers Bazaar shone the spotlight on street style and festival fashions.
RUSSH profiled eight of the best live music venues in Brisbane.