Celebrating the sparkle and sizzle of Wynnum Fringe

Wynnum Fringe, a sizzling winter success

Brisbane’s bayside sparkled and sizzled over four dazzling weeks with the return of Queensland’s most vibrant celebration of arts and culture, Wynnum Fringe.

Tom Oliver Productions engaged Aruga to deliver a media relations campaign for the festival’s 2025 edition, spotlighting the dynamic program of crowd-favourite performances, immersive experiences and exciting new talent.

Aruga was tasked with managing media relations, developing strategic editorial opportunities and supporting broader awareness of the event across South East Queensland and beyond.

Our campaign elevated Wynnum Fringe’s reputation as a rising star on the national festival circuit while celebrating its grassroots origins and local heroes.

Aruga brought Wynnum Fringe to the attention of new audiences and key media, delivering tailored outreach, sharp media materials and a responsive PR strategy that celebrated the festival’s unique charm and ensured its most successful year to date.

Results

344

total editorial clippings

8.5M+

potential audience reach

100%

balanced or positive sentiment

15K

festival attendees

Deliverables

Public Relations Strategy

Developed a multi-phase PR campaign targeting state-wide and local arts and lifestyle media to elevate Wynnum Fringe’s public profile, drive ticket sales, and position the event on Australia’s festival circuit.

Copywriting

Produced a suite of media materials including tailored pitch plans, media releases, event listings, press angles and talent highlights to showcase the festival’s bold program and community spirit, and secure broad editorial support.

Media Relations

Led end-to-end media management including outreach, follow-ups, interview coordination, key messaging and media hosting, securing high-quality editorial across priority publications.

VIP Events

Curated an opening night invite list featuring key media, local influencers, performers and community figures to amplify the fringe buzz and spotlight Wynnum’s creative energy.

Tactics

Aruga segmented the campaign into three phases, aligning media outreach with program announcements and media deadlines. This strategy kept the festival top-of-mind for journalists while creating a steady stream of editorial coverage before and beyond opening night.

Aruga crafted bespoke editorial pitches that matched media outlet interests, ensuring maximum cut-through and editorial uptake.

With media appetite and angles shifting by the week, Aruga remained agile, monitoring coverage in real time, jumping on reactive opportunities, and reshaping angles to keep momentum high.