Brisbane Festival
A smash-hit stage spectacular
The Little Red Company
Arts
Major Events
The stars sparkled on stage while Aruga dazzled behind the scenes!
The Little Red Company’s award-winning stage production, Rumour Has It, embarked on a five-city national tour in 2024, charting the story of soul sensation Adele, her world-class wit and her unforgettable hits.
While the talented cast and crew wowed audiences on stage, Aruga impressed off stage – delivering a high-quality public relations campaign to help spread awareness in tour locations and push ticket sales via media hype.
Across the five-month campaign, Aruga channelled the beloved diva and Set Fire to the Rain by securing 225 media clips and reaching an estimated audience of 6.4 million.
Results
225
media clips
6.4M
potential audience reach
$178K
advertising value equivalency
Deliverables
Media Strategy
Executed a communications plan targeting key media in tour locations to push ticket sales, with national media as a secondary pillar for brand awareness and talent profiling.
Copywriting
Developed campaign materials for the Rumour Has It national tour, including a production media release and event alert.
Media Relations
Pitched and secured quality earned media across the campaign including show announcements, feature stories with key creatives, photo stories, and targeted events listings.
Influencer Engagement
Supported The Little Red Company team with influencer outreach and engagement at key tour locations.
Winning tactics
Aruga developed a targeted editorial pitch plan – identifying print, online, and broadcast media opportunities at tour locations as well as national media – and strategically executed it in phases to align with tour stop timeframes.
Aruga worked closely with Rumour Has It leading lady Naomi Price to coordinate a media day in Sydney, securing an in-depth interview with ABC Radio Sydney Mornings and a photoshoot at the Sydney State Theatre with The Sydney Morning Herald, which resulted in a prime page-3 placement and SMH’s ‘Photos of the Month’.
Aruga remained vigilant throughout the campaign to maximise media opportunities, reviewing and refreshing the editorial pitch plan before each tour stop. This often resulted in fantastic short-lead wins including a print feature in PerthNow, a Melbourne event listing in New Idea, and a 4.5-star review in Sydney Arts Guide.
