Brisbane is so freak, so chic

Spotlighting the scandalous

All the world’s a stage and for the seventh consecutive year, Aruga placed Brisbane Festival at its centre, shining under the spotlight.

Aruga executed a compelling PR campaign to build anticipation and drive ticket sales with Brisbane and Queensland audiences, cement the Festival’s stellar national and international reputation and support the long-term vision of its Artistic Director and leadership team.

We started with a bang, piquing state-wide media interest in the opening weekend’s Riverfire by Australian Retirement Trust before whipping up an international frenzy for the Australian exclusive Jean Paul Gaultier’s Fashion Freak Show, including coverage in VOGUE Australia, QANTAS Magazine and The New York Times

Across the campaign, Aruga secured a staggering 7,300 media clips, hosted 35 respected arts and culture reviewers, organised four media famils, set our alarms for TODAY Show and ABC Breakfast live television crosses and expertly managed countless media calls, photo shoots and journalist enquiries.

Aruga’s storytelling showcased to national audiences and key opinion leaders the significance, vitality and creative programming of Brisbane Festival, drove visitation and ticket sales, and successfully positioned the Festival as one of Australia’s premier cultural tourism-driving events.

Results

7,316

Aruga-earned media clips

17%

year-on-year increase in media clips

80.5M

potential audience reach

$7.3M

advertising value equivalent

4

media famils secured

48

reviews published

Deliverables

Media Strategy

Executed a targeted national media plan to profile Brisbane Festival as one of Australia’s leading arts and cultural festivals, highlight Artistic Director Louise Bezzina’s phenomenal programming, profile talent and push ticket sales.

Media Relations

Pitched and secured top-tier earned media across the campaign including program launch, long-lead features, interview opportunities, photo stories, targeted events listings, Riverfire by Australian Retirement Trust coverage and media calls.

Copywriting

Developed campaign materials for Brisbane Festival and Riverfire by Australian Retirement Trust, including media releases, media alerts, event listings and issues management holding statements.

Famil and reviewers

Secured four media famils with top-tier journalists and organised 35 journalists to review Brisbane Festival shows.

Partnership management

Managed Brisbane Festival’s partnership with Nine Queensland and ABC Radio Brisbane by coordinating and facilitating interview media opportunities with key talent to achieve outstanding editorial coverage.

Winning tactics

Aruga leveraged our strong national relationships to secure and coordinate high-profile opportunities for Australian-exclusive shows, such as Jean Paul Gaultier’s Fashion Freak Show on ABC TV Breakfast News, The New York Times and a print spread in VOGUE Australia.

Aruga runs a tight ship with on-ground media management – coordinating and briefing talent to ensure they were camera-ready. From facilitating Nine Queensland’s broadcast of Riverfire by Australian Retirement Trust at The Star Brisbane to seamless talent liaison for TODAY Show weather crosses, Aruga’s behind-the-scenes work truly shone.

Aruga’s mastery with words conveyed the magnitude of the incredible 2024 program by Artistic Director Louise Bezzina. From announcing the dazzling program with a national media kit to communicating key details for Riverfire by Australian Retirement Trust, Aruga’s copywriting skills were an A+.

Aruga’s connections within the arts sector saw significant coverage generated across the 2024 Festival, including features in Limelight, ArtsHub and The Australian. By tactically leveraging our extensive network of contacts in the arts media space, we secured ongoing, sustained coverage throughout the campaign, ensuring consistent exposure and maximising audience engagement.