Dancers and drones partner up in pioneering new work

Brisbane-based ADC make history with ground-breaking drone production.

Aruga was engaged by Brisbane-based Australasian Dance Collective (ADC) to deliver a proactive public relations campaign for Lucie In The Sky – a world-first production where drones are choreographed using movement patterns to mirror human emotions and personalities.

Leading up to the world premiere on Friday 5 May at QPAC, Aruga was tasked with securing quality earned coverage across national, statewide and local media to generate event awareness and help drive ticket sales for the QPAC season.

Adopting traditional PR tactics matched with Aruga’s keen knowledge of the media landscape, the short-lead campaign caught the attention of audiences nationwide, with 86 media clips secured across broadcast, print and online media. Top media wins include Seven News, The Weekend Australian: REVIEW, The Courier Mail, The Weekend Edition, Concrete Playground and ABC Radio Statewide Evenings.

Results

86

Media clips

1.7M

Estimated audience reach

$115k

Estimated advertising value equivalent

Deliverables

Strategy

Aruga developed a strategic editorial approach, targeting a mix of national, statewide and local media with exclusive angles for the short-lead and in-season campaign periods.

Media Relations

Aruga worked with media on short-lead editorial opportunities, including talent profiling stories, exclusive ‘first look’ moments with broadcast and print media, and in-season interview and event listing opportunities.

Copywriting

Aruga refreshed the existing media release for Lucie In The Sky to optimise for short-lead editorial pitching, working with external stakeholders to source new quotes and confirm partnership credit requirements.

Winning tactics

Strategy goals – Aruga developed a targeted editorial approach to drive media interest in the lead up to Lucie In The Sky’s world premiere, leveraging key talent to secure wider profiling opportunities such as The Weekend Australian: REVIEW and ABC Radio Evenings.

A world-first in Brisvegas – Aruga pitched in the ultimate “first look” to top-tier media, offering the first-ever “sneak peek” to prime-time broadcast news for exclusive vision opportunities, as well as a “first look in costumes” photo opportunity for The Courier-Mail.

In-season success – Along with pre-season editorial pitching, Aruga coordinated with media in-season to leverage continued coverage via reviews, social media features and event listings, including a major events splash in The Courier Mail lift-out QWeekend in the opening week.