Tangalooma Dunes Cabana Club Launch

Launching Australia’s first year-round beachfront cabana club

When Tangalooma Island Resort partnered with Carnival Cruise Line to launch the Dunes Cabana Club, Australia’s first year-round beachfront cabana club, there was a big story to tell. Aruga was brought on to introduce this new experience to audiences across Australia and build excitement ahead of its opening.

As an Australian first, we wanted to make sure the new offering was on everyone’s radar. We took a two-phase approach, first announcing the experience to build awareness nationally, then creating a second wave of coverage around the official launch. From pitching general news and trade media to securing national TV and hosting top-tier media and influencers on the island, we brought the announcement to audiences across the country.

The results? 1,058 total editorial mentions and a potential audience reach of more than 10 million. With coverage across TV, print, radio and online, we kept the Dunes Cabana Club in the spotlight beyond launch day.

Results

1,058

total editorial mentions

10M+

potential audience reach

916

TV mentions

35

print features

59

online stories

11

radio mentinos

6

hosted media and influencer stays

Deliverables

Media Strategy

Developing a two-stage campaign to announce the Cabana Club ahead of opening, then build further awareness through a second announcement when it officially launched.

Media Relations

Pitching angles to journalists, arranging interviews with key spokespeople and securing coverage across national TV, radio, travel and lifestyle publications.

Media and Influencer Engagement

Inviting media, social influencers and VIPs to experience the Cabana Club at launch, then arranging hosted resort stays to encourage further coverage.

Video Production for TV

Producing a video news release (VNR) featuring interviews with key spokespeople, distributing this to TV news to help generate coverage of the official launch.

Winning tactics

Two opportunities to build awareness.
Rather than relying on one announcement, Aruga split activity into two phases: introducing the new Dunes Cabana Club first, then building another wave of editorial coverage around the official opening.

The right story for the right audience.
We tailored our pitching across travel, lifestyle, family, news and industry media, giving each outlet a clear reason to cover the Cabana Club launch and reaching audiences locally and nationally.

Maintaining post-launch momentum.
To keep momentum after launch, Aruga hosted key media and influencers at the Resort to experience the Cabana Club and wider offerings, generating further coverage after launch.