All aboard Sydney’s showstopping event

Sydney International Boat Show

Content

Digital Marketing

Graphic Design

Public Relations

Social Media

Full steam ahead for a seawater spectacular

Aruga baited its hook, started its motor and cruised into the iconic Darling Harbour to drive public relations, social media, digital marketing and content creation for the highly anticipated 2022 Sydney International Boat Show.

Australia’s biggest recreational boating lifestyle event demanded a campaign to match and Aruga delivered with an integrated strategy that reeled in an impressive haul of page views, media clips, social engagement and new fans and followers.

We secured high-quality national media interest in the event, enticed visitors with captivating social posts, piqued industry interest with compelling written content, boosted subscribers with an irresistible competition and strengthened relationships between the Boating Institute of Australia (BIA), Mulpha Events, exhibitors, stakeholders and partners.

The campaign contributed to huge crowds and impressive sales over five massive days.

PR Results

1,193

media clips

8.63M

audience reach

964

broadcast clips

177

total national clips

Organic Social Results (Results across Facebook, Instagram, and LinkedIn)

200

pieces of content delivered

370,959

total organic reach

5M+

organic impressions

13,883

total organic engagements

2,138

new social media followers

Paid Social Results

1,807

unique landing page visits

1,038

entrants/email subscribers

57

per conversion rate

Deliverables

Design

Produced a new look and feel for use across Sydney International Boat Show social and email marketing to drive re-engagement across old and new audiences.

Written content

Produced written content to distribute to media and publish on the Sydney International Boat Show website.

Interviews

Conducted interviews with key exhibitors including ILIAD Catamarans, Australian Superyachts, Princess Yachts, Navico and Taiga Motors to inform written content.

Relationships

Established and cultivated relationships with key Sydney media, stakeholders and exhibitors on behalf of BIA and Mulpha Events.

Campaign Highlights

The campaign received coverage across Sunrise, The TODAY Show, The Project, The Australian, ABC Radio Sydney and The Sydney Morning Herald.
Our social media giveaway saw an engagement rate of 15.98%, helping the Show increase followers and amplify brand awareness.
Curation and delivery of 15 eDMs to a highly engaged audience, resulting in over 410K opens across the campaign.
Thumbs Up

Aruga leveraged the stunning event location of Darling Harbour to attract some of the nation’s widest-reaching media outlets with key coverage syndicated beyond NSW audiences.

Peace Sign

Aruga secured advertorial opportunities to build buzz around the Show’s new VIP experience, The Harbour Lounge. Tailored content packages with Concrete Playground and Broadsheet ensured maximum audience reach and key message inclusion across target demographics.

Ok

Aruga developed a compelling social competition for free tickets to drive data acquisition and pre-Show promotion. The competition was supported by a paid advertising campaign to reach a wider audience.