Golden opportunities glow at Northshore

Economic Development Queensland




Innovative precinct on show for events, development and investment opportunities

When Economic Development Queensland (EDQ) appointed Aruga to share Northshore’s unmissable riverfront opportunities with visitors, residents and businesses, the tide well and truly came in.

Aruga stepped on board with a tactical communications plan which included strategic media relations, content creation, branding and creative and copywriting.

Aruga raised Northshore’s profile with investors and developers and enticed event planners to embrace Brisbane’s connected, sustainable and welcoming riverfront precinct.

Adding extra sparkle to the precinct during the festive season, Aruga developed the Northshore Christmas Boat Parade which saw 20 festive vessels bring a further surge of attention to the waterfront precinct.

Results (FY22/23)


Aruga-led media clips


total media clips


potential audience reach


social media followers


precinct expressions of interest


Social Media

Aruga developed a LinkedIn strategy that harnessed Northshore’s expertise as an innovator and highlighted its environmental sustainability credentials, First Nations partnerships and engagement and collective innovation within the precinct.


Working hand-in-hand with the LinkedIn strategy, Aruga interviewed key opinion leaders connected to the precinct to develop written content for Northshore’s owned channels and media opportunities to further its thought leadership position.

Brand and Design

Aruga continued working with the ‘Big Things’ brand concept to ensure placemaking and marketing assets were identifiably Northshore.

Media Relations

Aruga’s strategic media relations focused on amplifying awareness and engagement with the precinct’s stakeholders and significant event moments, placing Northshore firmly on the radar of media, locals and visitors.

Partnership Engagement

Aruga and sibling agency BonBon leveraged connections to secure event partnerships, media opportunities, event support and event equipment for the inaugural Northshore Christmas Boat Parade.

Stakeholder Engagement

Aruga offered strategic marketing and media relations support to leverage the stories of stakeholders and promote the precinct to South East Queensland’s most valuable players in the events and lifestyle space.

Winning tactics

Thumbs Up

Partner Up – Aruga brokered media collaborations that reached Northshore’s target audience, encouraged engagement and led to amplified event outcomes and precinct footfall.

Peace Sign

Community Connection – Creating communication matrices for precinct, event and community stakeholders ensured key message inclusion across both Northshore and stakeholder promotional activity, and created opportunities to tap into new audiences.


Content Capture – Strong brand development and identifiable design created placemaking opportunities, helped Northshore build its identity and positioned the precinct as a must-visit destination.

Campaign highlights

Waking up with Today to preview the inaugural Northshore Christmas Boat Parade.
Showcasing Northshore’s creative side for the Brisbane Street Art Festival.
Strategic editorial with key arts media to drive EOI for visionary ideas for the precinct.