Brisbane Festival
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.