Biting into the best of Brisbane

Reaching new heights of airport dining.

Airport dining is considered by many passengers to be a destination of passable dining options; however, this is not the case at Brisbane Airport. Brisbane Airport Corporation engaged Aruga to challenge consumer perception by amplifying awareness for its high-end premium venues and overall dining proposition, enticing passengers to let their taste buds take flight.

Aruga cooked up an integrated strategy to position Brisbane Domestic Terminal’s food and beverage retailers on par with the city’s high-end dining experiences. Introducing, Brisbane’s Best Bites.

We curated a campaign logo and creative concept and identified the campaign look and feel through a content shoot, outdoor billboards, digital booklets, in-airport merchandising, social media assets and paid media assets.

To keep the momentum sky-high, we invited some of Brisbane’s best-known influencers to enjoy Brisbane’s best bites at an exclusive progressive dining event that generated content across Instagram and TikTok within the food, leisure, travel and fashion industries.

To celebrate the success of the campaign, Aruga worked with Brisbane Airport Corporation to develop award submissions with the campaign being announced:

WINNER – International Airport FAB & Hospitality Conference Awards 2023 – Global Food & Beverage Marketing Campaign of the Year
WINNER – Australian Airports Association National Industry Awards 2023 – Airport Excellence Commercial Award
FINALIST – 2023 Property Council of Australia Queensland Retail Property of the Year Awards – Excellence in Marketing

Results

1.6M

paid media impressions

+4%

passenger spend increase

16

ambassadors and influencers engaged

75K

paid ambassador reach

2

progressive dining events

Deliverables

Campaign concept

Aruga developed and presented three creative campaign concepts to Brisbane Airport Corporation, from which Brisbane’s Best Bites was created.

Content and Copywriting

Critical to the campaign’s success were captivating copy and high-impact stills and video content. The punchy copy combined with strong campaign visuals formed the foundation for our graphic design team to develop and deliver a standout creative concept.

Events

Aruga worked alongside sibling agency, BonBon, to deliver two progressive dining events, working closely with key retail providers to create a memorable experience for influencers and media.

Influencer engagements

We engaged ambassadors aligned with the campaign, secured high-end talent at our progressive dining events and generated high-quality content across social media platforms.

Award Submissions

Aruga supported Brisbane Airport Corporation’s award strategy with the development of two submissions for the Property Council of Australia and Airport FAB & Hospitality Conference Awards.

Winning tactics

After conceptualising the brand position, Aruga expertly developed the campaign logos, look and feel, marketing materials and stellar copywriting to bring Brisbane’s Best Bites to life.

Alongside BonBon, Aruga helped coordinate two exclusive and distinctive dining events for media and influencers to experience the airport’s food in a unique way.

We engaged Tess Alexander, Michaela Cook and Juliana Lee as ambassadors for Brisbane’s Best Bites campaign. To complement their content, we also engaged contra influencers to ensure we kept our social media plates full of high-quality content.