A new star rises

Driving awareness through strategic storytelling

The Star Residences Gold Coast engaged Aruga to support the launch of Tower 2, driving awareness of the development’s official opening and new retail leasing opportunities. Our brief was to introduce the new offering to consumer, lifestyle, business and property audiences while positioning the precinct as a valuable addition to Gold Coast tourism.

To achieve this, Aruga delivered a targeted media and partnership campaign, developing key messaging, media materials and proactive outreach across local, statewide and national outlets. We also produced a video news release (VNR), allowing broadcast media to easily access approved footage and spokesperson content, which contributed to television coverage including Channel 9 Gold Coast.

To amplify our PR efforts, and to ensure sustained success, Aruga identified and facilitated partnership opportunities with local media, event and community organisations. This activity extended the campaign’s reach and created ongoing opportunities for The Star Residences to connect with new audiences long after launch day.

Results

40

total media mentions

2.18M+

potential audience reach

23

online media coverage

9

print items

4

radio mentions

3

social media mentions

1

TV opportunity

9

potential partnership connections

Deliverables

Copywriting

Developing launch media materials including media releases that highlighted Tower 2's opening, lifestyle offering and leasing opportunities to multiple audience groups.

Media Relations

Securing earned media opportunities across consumer, lifestyle and property, print, radio, television and online channels to maximise awareness of the launch.

Partnership and stakeholder engagement

Identifying and connecting local and statewide partnership opportunities that extended campaign reach, introduced new audiences and supported future promotional opportunities.

Content Production (video)

Creating and coordinating a VNR package featuring approved spokesperson interviews and supporting vision for broadcast and newsroom distribution.

Winning tactics

Creating a story worth telling.
Rather than relying on launch coverage along, Aruga tailored the story to different media audiences, connecting the launch to broader conversations across lifestyle, property and business. This ensured Tower 2 had multiple compelling news angles, extending its relevance beyond a single announcement.

Newsroom ready content.
Aruga produced a pre-recorded VNR, providing newsrooms with ready-to-use vision that streamlined media engagement and directly contributed to broadcast coverage opportunities.

Building lasting buzz.
Aruga combined traditional media relations with partnership engagement, connecting The Star Residences with strategic organisations that created opportunities to extend awareness beyond the launch period.