A recipe for PR excellence

Dine BNE City

Hospitality

Influencer Engagement

Media Relations

Public Relations

Tourism

Stirring up Brisbane’s culinary appetite

When Brisbane Economic Development Agency (BEDA) set out to spotlight the city’s thriving culinary scene, Aruga cooked up a bold PR and influencer campaign to amplify Dine BNE City 2025, a month-long celebration of Brisbane’s best food and drink experiences.

Our goal was to promote an irresistible program to foodies, boost CBD restaurant and cafe visitation, and position Brisbane City as a leading culinary destination. We delivered creative storytelling, strong media engagement and standout influencer collaborations that captured attention across Brisbane.

The result was a flavour-packed celebration of Brisbane’s food culture that left a lasting impression and saw people wining and dining all through June 2025.

Results

97

editorial clippings

1.3

million editorial audience reach

100%

positive sentiment

12

influencers engaged

Deliverables

Developing a targeted PR and influencer approach

Developed a PR and influencer strategy that positioned Brisbane’s dining scene as vibrant and sophisticated, securing premium media coverage and spotlighting rising industry talent, ultimately telling a compelling story of a city with a thriving culinary culture.

Copywriting

Writing media materials for the Dine BNE City campaign, ensuring consistent messaging and compelling content across all platforms from media releases and alerts to eDMs.

Editorial pitch planning and ongoing media and influencer liaison

Curated a targeted editorial pitch plan to support Dine BNE City’s key campaign pillars, then proactively engaged media outlets with tailored story ideas and exclusive opportunities.

Winning tactics

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Connections

Aruga leveraged its media connections to secure a live weather cross from participating venue Mulga Bill’s on 10 News First. This segment showcased the breadth of the Dine BNE City program to a primetime state-wide audience mid-way through the program and encouraged viewers to explore Brisbane’s culinary scene.

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Amplifying the Narrative

Aruga amplified Dine BNE City’s narrative by securing opinion editorials, Q&As and feature stories in news, lifestyle and industry media.

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Strategic Influencer Guest List Curation

Aruga managed influencer and media engagement at the Fireside launch event, ensuring a strong presence from key food and lifestyle influencers. This involved meticulously planning the guest list with Aruga’s key industry contacts, managing invitations and RSVPs, and providing on-ground support to facilitate content creation and amplify the Dine BNE City message across social media.

 

Campaign Highlights

Dine BNE media launch
Aruga facilitated a photo shoot with The Courier-Mail to mark the launch of Fireside and celebrate the return of Dine BNE City, generating impactful local media coverage.
Brisbane-based influencer Ben Zabel experienced Dine BNE City firsthand with an evening at Fireside, sharing highlights from the event with his audience.
Aruga secured a live weather cross with 10 News First QLD from Mulga Bill’s, delivering vibrant visuals and state-wide coverage for Dine BNE City.
Sitchu Brisbane published a thought-provoking opinion piece by Michael Tassis, exploring Brisbane’s culinary rise and why the city deserves national attention.

Event Highlights

Hundreds of Brisbanites gathered under the stars for Fireside, enjoying one-night-only tastings from standout local venues
Team Aruga joined the action at Fireside, soaking up the atmosphere, sampling bites from top venues, and celebrating the official launch of Dine BNE City 2025.
More than 60 of Brisbane’s top bars and restaurants were part of this year’s Dine BNE City, the biggest program yet, with over 100 exclusive experiences across June.

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