Brisbane is turning heads

Brisbane EDA

Content

Public Relations

Positioning Brisbane front and centre for consumer and business travel

When BEDA asked Aruga to promote Brisbane to interstate and drive market travellers, we pulled out our little black book and began sharing the Brisbane ‘sizzle’ with influential travel, lifestyle and business writers.

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

We took travel writers on a yoga workshop on Minjerribah, unveiled a stunt at Brisbane Airport to celebrate international borders reopening and hosted media on a jam-packed three-day business showcase of the latest and greatest in conferences, expos and corporate travel.

We used each opportunity to shine a light on Brisbane’s infrastructure and development plans, sparkling new precincts and venues and roadmap to the 2032 Olympic and Paralympic Games.

Watch this space – there’s still so much more to come!

Results (December 2021 – June 2022)

1,718

editorial clippings

12.9M

potential audience reach

23

media visits organised and managed

Deliverables

Copywriting

Developing media materials to support consumer, events and business news.

Media Visits

Planning and delivery of media visits, including operator liaison and bookings.

Event Listings

Sharing news and event details to ensure media are up to date on the city’s offerings.

Campaign Highlights

Securing a full-page editorial feature in The Sunday Mails’ Escape liftout.
Securing a seven-page feature in NRMA’s Open Road magazine about Brisbane’s incredible road trip offerings.
Coordinating a jam-packed morning of entertainment to welcome Aussies and visitors back to Brisbane when international borders finally reopened.

Winning Tactics

Thumbs Up

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.

Peace Sign

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

Ok

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!