Dazzling Sydney from Light to Dark

Fan favourite flickers to life

Globally renowned light and sound sensations, Lightscape and Dark Spectrum: A New Journey, returned triumphantly to Sydney in all-new, reimagined experiences and Aruga scored a front-row seat.

After executing a hugely successful campaign for Lightscape Brisbane in 2023, Aruga was engaged to deliver a media relations and influencer campaign for Lightscape’s 2024 Sydney season and that of its subterranean sibling event, Dark Spectrum: A New Journey. Aruga drove awareness of and visitation to these world-class events during Vivid Sydney 2024, the Southern Hemisphere’s leading multi-artform festival.

From star-studded guest lists, deftly executed media relations and engaging influencer content, Aruga secured more than 1,000 pieces of coverage to ensure every Sydney local and visitor added Lightscape and Dark Spectrum: A New Journey to the top of their to-do lists.

Results – Lightscape

717

media clips

20M

potenial audience reach

4

paid influencers engaged

35.1K

total paid social engagements

Results – Dark Spectrum: A New Journey

885

media clips

8.7M

potential audience reach

3

paid influencers engaged

2.9K

total paid social engagements

Deliverables

Public Relations

Secured quality earned media outcomes to drive visitation to Lightscape and Dark Spectrum: A New Journey.

Copywriting

Developed written materials including media releases, media alerts and fact sheets for Lightscape and Dark Spectrum: A New Journey.

Influencer Engagement

Coordinated and managed high-end influencers for paid promotion across the opening weekend of Lightscape and Dark Spectrum: A New Journey.

Partnership and Stakeholder Engagement

Managed stakeholder liaison for all relevant parties including RG Live, Mandylights and Destination New South Wales (Vivid Sydney).

Winning tactics

Aruga expertly strategised and managed the media relations of both experiences to secure earned media and broadcast coverage throughout the season.

Aruga managed an on-ground photography and videography shoot for Lightscape and Dark Spectrum: A New Journey to create a suite of 2024 assets.

Drawing on our extensive list of Sydney’s best influencers, Aruga secured seven top-tier content creators to deliver FOMO-worthy social content across Instagram and TikTok.

Aruga developed and distributed a VIP invitation to a guest list of over 400 people including stakeholders, media, celebrities, influencers and content creators to attend preview events for both experiences.