Brisbane Festival
Flying the rainbow flag for LGBTQIA+ arts and culture
MELT Festival
Arts
Major Events
Flying the rainbow flag to promote inclusivity and creativity
For the third year running, Aruga was proud to promote the glamazon glitterbomb that is MELT: Festival of Queer Arts & Culture at Brisbane Powerhouse, scattering its funfetti and daring theatrics far and wide.
We helped position Brisbane Powerhouse as a strong supporter and advocate for the local LGBTQIA+ community by sharing the powerful message of inclusivity and diversity in Brisbane amid the copious plumage and pink bits.
With national NewsCorp syndications and quality media coverage, we made sure awareness and attendance at 2021 Festival events was front and centre.
Results
128
pieces of coverage
2.2M
estimated audience reach
$582K
estimated advertising equivalent
Delve deeper into the strategy behind this work
See under the bonnet
Winning Tactics
Embracing highlight Festival artists as cheerleaders, creating an organic route for artists to sing MELT’s praises.
Adopting a quantity-over-quality approach, securing coverage that highlighted the depth of the Festival and positioned Brisbane Powerhouse and MELT as avid advocates of the LGBTQIA+ community.
Leveraging Brisbane Powerhouse’s 21st birthday campaign two weeks prior as a pointer for the upcoming MELT Festival, including utilising MELT talent in a national Sunrise broadcast from the venue.
