Day-dreaming of a day trip to paradise

Brisbane Economic Development Agency

Tourism

Pro-traveller tip: if you want to know what to see, where to eat and when to go, ask a local.

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.

Results

17

editorial clippings

1.18M

potential audience reach

$125, 724

ASR (advertising space rate)

5

media visits organised and managed

Deliverables

Media Visits

Planning and delivery of media visits, including operator liaison and bookings.

Media Relations

Compiling media asset database, editorial pitching to key travel, lifestyle and culture media and coordinating interviews.

Copywriting

Developing media materials.

Campaign Highlights

A double-page feature in Qweekend, syndicated to News Corp mastheads across Queensland.
Discover Stradbroke’s Bombora Beach House received 120 website views and five direct bookings within 48hrs of The Australian Travel + Luxury’s story being published.
Sponsored content including an article, newsletter inclusions and social media coverage, secured at a reduced rate in ArtsHub’s Arts & Culture Tourism Edition.

Winning Tactics

Thumbs Up

Working closely with Minjerribah operators who live on the island to unearth local favourites, insider tips and must-visit locations.

Peace Sign

Curating personalised itineraries to ensure every visiting journalist had a unique experience.

Ok

Not all media were able to travel within the campaign dates so Aruga pivoted and built itineraries based on Minjerribah’s year-round offerings.

More Work

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