Celebrating Queen Street Mall’s 40th birthday in style

Milestone metro festivities to entertain absolutely everybody

A beloved staple in Brisbane’s fashion, food and retail scenes, Queen Street Mall’s milestone 40^th birthday celebration called for a party that pulled out all the stops.

Aruga put on our dancing shoes and prepared crowd-pleasing party platters of PR coverage, paid social campaigns, human interest features and historical storytelling to treat shoppers, stakeholders and the birthday girl herself.

The Mall celebrated with a showstopping Street Party — starring special guests Kate Ceberano and Vanessa Amorosi – and we invited some of our best influencer friends along to boogie like it was 1982. They captured the high notes and highlights in video memories across social media channels to drive awareness and attendance and add to the memory bank.

PR Results

159

media clips

4.98M

audience reach

$159k

ASR

Organic social results

5

influencers attended

18

pieces of content

133,300

total audience reach

Paid social results

83.7k

combined unique reach

5,193

through plays

2, 839

link clicks

Deliverables

Content creation

Coordinated and attended a video content shoot for paid socials, including talent management, graphic design, asset development and animation.

Written content

Produced written features about the birthday event and Mall’s history to distribute to media and publish on the Visit Brisbane website.

Influencers

Developed key influencer lists and managed invitations, ongoing liaison and on-ground event attendance.

Relationships

Established and cultivated relationships with key Brisbane City stakeholders

Winning Tactics

Aruga produced two engaging video assets and two compelling blog assets to successfully celebrate the humans and history of Queen Street Mall and promote the Street Party.

With three defined campaign elements – launch, historical storytelling and the Street Party – Aruga leveraged each milestone via multiple media opportunities to maximise coverage and generate awareness.

By implementing two key paid campaigns, Aruga was able to create both hype and FOMO content that reached over 88,000 people. These campaigns encouraged key visitation to the website, generating 2,839 link clicks.