Have we got a story for you!

Brisbane Writers Festival attracts book lovers and literary legends across the nation.

Aruga was engaged for a fifth year by Brisbane Writers Festival (BWF) to deliver a proactive public relations campaign for its program of plot twists and page-turners.

With over 150 live events, Aruga liaised with high-profile Australian authors including Grace Tame, Stan Grant and Tim Winton plus international stars such as Irvine Welsh to secure quality earned coverage across national, statewide and local media.

Leveraging our strong relationships with arts and lifestyle media and strategically crafting story angles, our four-month campaign successfully generated event awareness and helped drive ticket sales for BWF.

Aruga took BWF to the top of the bestseller list, securing 557 media clips across broadcast, print and online media including ABC Q+A, NITV, The Weekend Australian: REVIEW, The Courier-Mail, ABC Radio Statewide Weekends, InQueensland, The Weekend Edition and Concrete Playground.

Now, that’s a happy ending!

Results

557

media clips

16.6M

estimated audience reach

$668K

estimated advertising value equivalent

Deliverables

Strategy Development

Aruga developed a strategic editorial approach, skillfully targeting a mix of national, state and local media with captivating angles and compelling stories. Aruga ensured unwavering media interest throughout every phase of the campaign.

Copywriting

Aruga developed a page-turning media release for Brisbane Writers Festival 2023, sourcing fresh quotes from newly appointed Artistic Director Jackie Ryan and profiling the Festival’s stellar program.

Media Relations

Aruga worked with media throughout the campaign to curate a diverse range of coverage including author profiles, exclusive interviews, photo opportunities, event listings and in-Festival media reviews.

Winning tactics

Strategic goals – Aruga developed a targeted editorial approach to drive media interest throughout the entire campaign, ensure prolonged hype across a variety of mediums and keep media fatigue at bay.

A visual story – By leveraging our strong relationship with The Courier-Mail, Aruga secured an eye-catching photo story profiling the Festival despite fierce competition from other media events.

VIP Relationships – Aruga worked closely with Brisbane Writers Festival to manage talent liaison and interview timing around the limited availability of high-profile talent including Grace Tame, Stan Grant, Irvine Welsh and Trent Dalton.