Lighting up the Sunshine State’s best assets

Tourism and Events Queensland

Government

Regional

Tourism

Jetting off to dynamic destinations to showcase events in Queensland

Aruga worked with Tourism & Events Queensland (TEQ) over two years to ensure the sun shone brightly on Queensland’s diverse, colourful and world-renowned regional destinations.

Through robust media relations, Aruga highlighted key events participating in TEQ’s Queensland Destination Events Program (QDEP) – an extensive showcase of festivals, sport, endurance events, arts, food and community celebrations across the state.

Not one to miss out, we packed our bags and ventured forth with strategically selected journalists, helping the likes of Escape, RACQ Road Ahead, NRMA Open Road, Australian Traveller, OUTBACK Magazine, and Caravanning & Camping With Kids create 10/10 destination travel stories.

This saw the best of Queensland’s regional events and their destinations reach more than 24M avid travellers across 1,141 pieces of broadcast, print and digital media coverage.

Aruga spread the love further by strategically supporting and mentoring key event organisers across partnerships, PR, social and marketing to reach new customers and significantly boost event attendance.

Results

1,141

editorial clippings

24M

audience reach from PR coverage

8

media hosted in-region

6

mentoring packages for regional event organisers

Deliverables

Media Relations

Editorial pitching and media liaison, on-ground management and PR support for events participating in QDEP.

Mentoring

Bespoke support for the organisers of six events spanning marketing, partnerships, social and PR.

Media Famils

Developing and implementing a program of hosted media visits to build narratives about regional Queensland and its event and destination offerings.

Winning tactics

Thumbs Up

Aruga maximised visual opportunities at each event to put regional Queensland front and centre with state and national audiences.

Peace Sign

Sharing our expertise to help events upskill and create long-lasting measurable outcomes.

Ok

Bringing media to the heart of Queensland, Aruga presented the extensive range of destination events available in our state.

Campaign highlights

Mentoring regional Queensland events to develop a savvy marketing and PR approach, resulting in increased audience awareness and event visitation.
Hosting Escape, RACQ Road Ahead, Australian Traveller, NRMA Open Road, and OUTBACK Magazine in-region to show off Queensland’s regions and destination events.
Generating extensive destination-led editorial coverage including a weather series with TODAY, broadcast nationally.
Securing key regional Queensland events national headlines through strategic storytelling.

More Work

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