Brisbane shines brightly

Spotlighting the best of Brisbane to a global audience

All the world’s a stage, so when BEDA asked Aruga to solidify its position as “Chief Followspot Operator” for a third year, we trained the spotlight on the best and brightest opportunities lighting up Brisbane.

We worked with influential travel, lifestyle and business writers to share the Brisbane ‘sizzle’ and promote the region to interstate and drive market travellers.

Covering Brisbane from its humming inner-city, along the coast to Moreton Bay and Redlands, over the water to Minjerribah (North Stradbroke Island) and Mulgumpin (Moreton Island) and inland to Somerset, Scenic Rim, Ipswich and Logan, there was no limit to the incredible stories we unearthed.

We prepared tailored travel itineraries for influencers and journalists from Australian Financial Review Life & Leisure, Qantas Magazine, RACQ The Road Ahead, Spice Magazine and more and the resulting coverage sang the city’s praises nationally and internationally.

Aruga drew attention to highlights on BEDA’s Major Events Calendar including Brisbane Festival, Nitro World Games, World Science Festival and NRL Magic Round before plating up Brisbane’s exceptional food culture in the month-long Dine BNE City celebration.

When TIME Magazine anointed Brisbane as one of 2023’s “World’s Greatest Places”, Aruga capitalised on the global honour, strengthening Brisbane’s international reputation in the lead-up to the 2032 Olympic and Paralympic Games.

Results (December 2021 – June 2023)

2,424

editorial clippings

399

interstate & national clippings

50.3M

potential audience reach

41

journalists/influencers visiting Brisbane and surrounding regions

Deliverables

Copywriting

Aruga researched, wrote, edited and updated 160 blogs ahead of the new Visit Brisbane website launch. We develop a monthly ‘What’s Hot’ email for business events and consumer media contacts and regularly produce written materials including media releases and alerts, speaking notes and key messages.

Media Famils

Planning and delivering a year-round calendar of famils tailored to individual media outlets, writers and influencers, resulting in high-quality coverage positioning Brisbane as a must-visit destination and highlighting world-class experiences and venues.

Earned media

Leaning on strong relationships with travel and lifestyle media, Aruga acts quickly, pitching key themes, new restaurants and unique experiences and engaging trending influencers or hosts to secure quality editorial coverage.

Winning Tactics

Unearthing and pitching Brisbane’s unique experiences including Minjerribah, James Street’s bakeries and Kiff & Culture’s food tours led to great interest in media visits.

Aruga built bespoke pitches and media itineraries for every outlet we contacted, ensuring the best fit for their publication and readership.

The Aruga team has explored more of Brisbane’s backyard since partnering with BEDA in December, than in our lifetimes. Need a hot tip on Brissie’s best? We’re your people!