Brisbane Festival
Casting off for a high sea adventure
Sanctuary Cove International Boat Show
Major Events
Boatloads of fun at the Southern Hemisphere’s marquee marine event
Aruga raised its anchor, hoisted its sail and hit the water for the 2022 Sanctuary Cove International Boat Show (SCIBS).
We paddled, pedalled and powered our way to success with a campaign that encompassed public relations (PR), social media, digital marketing and content creation to entice seasoned boaties and land-lubbers alike.
From creating Instagram stickers to offering money-can’t-buy VIP experiences to capturing captivating content, Aruga made sure SCIBS 2022 was the hottest ticket in town over four massive days.
By the time we docked, SCIBS had welcomed 43,852 visitors to the sold-out event, recorded a 20 per cent year-on-year increase of boats on water and converted a crew of new followers and fans, ahoy!
Results (Public Relations)
732
media clips
9.5M
potential audience reach
340
Queensland media clips
217
national media clips
422
broadcast clips
273
online and social clips
37
print articles
Results (Digital)
200
pieces of content created
382,958
total organic social reach
4.84%
Instagram engagement rate
173,699
EDM opens
+2,308
followers (Facebook, Instagram, LinkedIn)
Deliverables
Design
Reinvented the campaign’s look and feel with a clear tone of voice and clean design elements to give SCIBS’ social channels boatloads of personality.
Social Media
Created and promoted SCIBS-branded GIPHY Stickers for Instagram use, enjoyed by more than 80,000 Instagram users.
Content Production
Captured real-time content during SCIBS, on-ground and from a helicopter for a bird’s-eye view.
Interviews
Conducted interviews with exhibitors to source real-time data for media releases and social content.
Blogs
Populated the SCIBS website with written media content, repurposed into consumer-facing blogs.
Relationships
Established and maintained relationships with key media, stakeholders and exhibitors on behalf of SCIBS and Mulpha Events.
Winning Tactics
Aruga adopted a targeted and personalised approach to editorial outreach, identifying key anchor points throughout the campaign. A “tickets on sale” media moment in February reached an audience of over 67,000.
In a SCIBS first, Aruga designed, implemented and promoted SCIBS-branded GIPHY Stickers, generating 80,000 sticker views.
To re-engage existing audiences and attract new SCIBS lovers, Aruga implemented an organic and paid social competition. One lucky entrant won a VIP experience, 200 luxury lovers won a free ticket to the show and SCIBS sailed away with 1,712 new email subscribers.
