Celebrating Queen Street Mall’s 40th birthday in style

Brisbane Economic Development Agency


Milestone metro festivities to entertain absolutely everybody

A beloved staple in Brisbane’s fashion, food and retail scenes, Queen Street Mall’s milestone 40th 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


media clips


audience reach



Organic social results


influencers attended


pieces of content


total audience reach

Paid social results


combined unique reach


through plays

2, 839

link clicks


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.


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


Established and cultivated relationships with key Brisbane City stakeholders

Winning Tactics

Thumbs Up

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.

Peace Sign

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.

Campaign Highlights

Leveraging key event moments to generate outstanding coverage across Nine News Queensland, Style Magazine, Concrete Playground and The Courier-Mail.
Using Queen Street Mall’s retail icons to create captivating video assets that showcased the Mall and the people behind it.
Through our five engaged influencers, we reached a combined total of 133,300 people. Mayowa Adeniyi also created an Instagram Reel with over 550 plays and 32 saves.