Lighting up the Sunshine State’s best assets

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Jetting off to dynamic destinations to showcase events in Queensland

Road-tripping with Tourism & Events Queensland (TEQ), Aruga ensured the sun shone brightly on Queensland’s diverse, colourful and world-renowned regional destinations in 2023, targeting intrastate and national drive markets.

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 ones to miss out, we packed our bags and ventured forth with carefully selected journalists to leverage the fun, quirky and heart-warming stories of Queensland’s regional events and their colourful destinations.

Sharing the best of the regions with more than 7.97M avid travellers across 654 pieces of coverage spanning television, radio, print and digital media, we played travel guide and helped Escape, RACQ Road Ahead, NRMA Open Road, Australian Traveller, OUTBACK Magazine and Caravanning & Camping With Kids to create 10/10 destination travel stories.

Aruga spread the love further, providing key event organisers with strategic support and mentoring across partnerships, PR, social and digital marketing. The outcome? New customer acquisition and a significant uptake in event attendance.

Results

654

editorial clippings

7.97M

audience reach from PR coverage

8

media hosted in-region

3

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 organisers of three key events, spanning marketing, partnerships and funding, social strategy and PR including assisting implementation.

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

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

Sharing our expertise, Aruga provided mentoring to event organisers to enable them to create long-lasting, measurable outcomes including increasing ticket sales.

Bringing media to the heart of Queensland, Aruga presented the extensive range of destination events available in our state’s diverse, colourful and world-renowned regions.