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)


media clips


potential audience reach


Queensland media clips


national media clips


broadcast clips


online and social clips


print articles

Results (Digital)


pieces of content created


total organic social reach


Instagram engagement rate


EDM opens


followers (Facebook, Instagram, LinkedIn)



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.


Conducted interviews with exhibitors to source real-time data for media releases and social content.


Populated the SCIBS website with written media content, repurposed into consumer-facing blogs.


Established and maintained relationships with key media, stakeholders and exhibitors on behalf of SCIBS and Mulpha Events.

Campaign Highlights

SCIBS engaged Aruga to design, create and promote SCIBS-branded Instagram stickers. Exhibitors and visitors went overboard for the GIPHY stickers, adding them to Stories and clocking up more than 80,000 sticker views.
Updated the look and feel of eDM templates to differentiate between exhibitor and consumer audiences, resulting in 173,699 eDM opens across the campaign.
A Gold Coast Bulletin front-page story in – and photo story on page 5 – to mark the opening day of SCIBS 2022.

Winning Tactics

Thumbs Up

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.

Peace Sign

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.