A Month of flavour

Amplifying Brisbane’s biggest dining celebration

Brisbane Economic Development Agency engaged Aruga to deliver the PR and influencer campaign for DineBNE City 2026 for a fourth year, a month-long celebration of Brisbane’s vibrant dining scene. Running throughout June, the campaign showcased a diverse range of breakfast, lunch, dinner and special event experiences designed to encourage locals and visitors to explore the city through food.

To generate awareness and drive visitation, Aruga developed an integrated PR and influencer strategy spanning earned media, creator partnerships and campaign storytelling. We secured launch coverage across leading Queensland and national media outlets including, The Courier-Mail, Brisbane Times’ Good Food, Urban List, Concrete Playground, and 4BC.

Alongside editorial outreach, Aruga engaged a mix of paid and contra influencers to create authentic and content highlighting participating venues and dining experiences across the city.

By combining high-impact media relations with strategic influencer partnerships, Aruga helped position Dine BNE City as one of Brisbane’s standout annual events, inspiring audiences to discover new venues, special offers, and unique culinary experiences across the city.

Results

102

media clips

2.1M+

potential audience reach

65

social media mentions

6

influencers engaged

$1,500

saved in influencer negotiations

426k+

cumulative influencer followers

Deliverable

Developing a strategic influencer and PR approach

Delivered a campaign strategy that combined earned media opportunities with influencer partnerships to maximise awareness before and during the month-long program.

Liaising with key Brisbane influencers

Managing influencer identification outreach, negotiation, briefing and venue coordination to showcase participating restaurants and campaign experiences to targeted audiences.

Securing media coverage across key outlets

Pitching campaign stories and coordinating media opportunities to generate coverage across food, lifestyle, news and entertainment publications throughout Queensland and nationally.

Winning Tactics

Aruga strategically integrated earned media with influencer partnerships to have a multi-channel amplification approach, extending campaign

reach beyond traditional media, generating sustained audience engagement throughout the month.

Secured strategic launch coverage and media opportunities for key campaign announcements, generating strong awareness before the program commenced and driving momentum into opening week.

Aruga carefully matched media and content creators with campaign pillars, venues and experiences, ensuring broad representation of breakfast, lunch, evening dining and special event activations.