Aruga took this advice to heart when launching the brand-new Minjerribah SeaLink Day Pass Experiences for Brisbane Economic Development Agency (BEDA).
We enticed media to Minjerribah (North Stradbroke Island) in the heart of Quandamooka country with customised travel itineraries drawing on the knowledge and expertise of more than 20 local tourism operators and highlighting the island’s unique appeal.
Our approach encouraged visitors to Minjerribah to meet the locals, unearth fascinating stories and immerse themselves in authentic arts, cultural and eco-tourism experiences.
With a limited budget and short lead time, Aruga delivered a savvy PR campaign that secured quality coverage across key travel and lifestyle publications including NewsCorp’s Qweekend and Escape, The Australian Travel + Luxury, Good Food and Qantas Magazine.
potential audience reach
ASR (advertising space rate)
media visits organised and managed
Planning and delivery of media visits, including operator liaison and bookings.
Compiling media asset database, editorial pitching to key travel, lifestyle and culture media and coordinating interviews.
Developing media materials.
Working closely with Minjerribah operators who live on the island to unearth local favourites, insider tips and must-visit locations.
Curating personalised itineraries to ensure every visiting journalist had a unique experience.
Not all media were able to travel within the campaign dates so Aruga pivoted and built itineraries based on Minjerribah’s year-round offerings.