Brisbane Festival
A right royal debut for a heritage-listed dame
The Princess Theatre
Arts
Cementing The Princess as the crown jewel in the Woolloongabba entertainment precinct
When Queensland’s oldest-standing theatre was ready to come out into society again, we fixed our tiara and said: “Yes, Ma’am”.
Aruga played the role of modern-day town crier to announce the revitalisation and public reopening of The Princess as a performance venue for live music and the arts and position the new owners as experts in restoring heritage venues and reimagining these historic buildings as vibrant arts precincts.
Building a brand from tone-of-voice guides and content pillars through to website copy, feature articles and complete media kits, Aruga was The Princess personified.
We achieved quality media coverage and raised awareness via paid social media to cement The Princess as the jewel in the crown in the burgeoning Woolloongabba entertainment precinct.
Results
49
media clips
4.46M
audience reach
$41K
equivalent advertising value
4.7K
website visits from a single paid social ad
Delve deeper into the strategy behind this work
See under the bonnet
Winning Tactics
Offering a first-run exclusive to The Courier-Mail landed Aruga a full-page story on The Princess Theatre’s reopening, plus prime position on the Courier-Mail homepage for more than 24 hours.
Ensuring media had a broad range of high-quality assets of The Princess Theatre (historical and contemporary), plus architect renders, to paint a picture of the iconic heritage building’s new look.
Without an immediate CTA for ticket sales, Aruga implemented a paid social approach that drove website visitation and database signups for future remarketing opportunities.
