Brisbane Festival
Creating a youthquake in the media
The ASE Group
Public Relations
Spotlighting young people shaping the future
Aruga loves a good news story and promoting The ASE Group’s Westpac Youth Impact Challenge delivered all the feels.
We relished the opportunity to increase awareness of the nationwide Challenge and its 2022 winners by training media attention on young people solving problems in their local communities through innovative business ideas and social change initiatives.
We shared inspiring stories of the three young Challenge winners and coordinated a photoshoot, generating high-quality clips across print, online and broadcast including a front-cover profile in the Campbelltown-Macarthur Advertiser.
To make sure this news story ended on an extra-positive note, Aruga also nurtured a relationship between The Project and one winner for an upcoming interview. Watch this space…
Results
27
media clips
3.2M
audience reach
$113K
equivalent advertising value
Delve deeper into the strategy behind this work
See under the bonnet
Winning Tactics
Sharing the love to obtain at least one piece of coverage per winner.
Working closely with The ASE Group and Westpac stakeholders to ensure all strategies were aligned.
Knowing what media wants and prioritising talent profiles of the kids over The Westpac Youth Impact Challenge itself to obtain quality coverage.
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