Chasing the music

Tunes, trails, and a tidal wave of coverage

How do we drive quality editorial coverage that showcases QLD Music Trails: The Reef and the QMF brand, but also highlights the distinctly Queensland communities and experiences that are central to the event?

That was the question that was posed to Aruga when we were engaged to lead the public relations strategy and execution for the 2026 Reef Trail, which invited audiences to experience the Whitsundays through culture, place, and music by acclaimed Australian artists.

Putting an emphasis on generating event awareness and positioning the Trail as a must-experience cultural and tourism event, we developed and delivered a phased PR campaign from announcement right through to event delivery. Combining proactive media relations, talent storytelling, destination pitching, and on-the-ground media facilitation and event support, the campaign generated meaningful coverage that nailed the brief, celebrating the Reef Trail and the broader QLD Music Trails program.

Results

161

media clips

3.4m+

potential audience reach

$93k

advertising value equivalent

100%

positive/balanced sentiment

100%

key message inclusion

Deliverables

Copywriting

Developed a media release, event listing copy, and an on-ground media plan.

Media Relations

Executed a multi-phase PR strategy across local, statewide, and national media; coordinated talent interviews across radio, print, and online; managed on-ground media opportunities; and managed media and influencer event RSVPs.

Winning Tactics

Aruga positioned The Reef as more than a music event, giving it wider appeal across media opportunities and categories.

Aruga secured interviews with both artists and the QMF team as spokespeople, allowing for authentic storytelling opportunities and a diverse range of voices.

Aruga honed in on traditional media like radio and print, which resonated with regional audiences – one of the Trails’ target demographics.