Lighting up the Valley both day and night

Brisbane City Council


Sharing the Valley’s secrets, stories and insider tips with a wide audience

As Australia’s first dedicated entertainment district, Fortitude Valley (the Valley) needs no introduction. Famous for its thriving nightlife and live music precincts, Aruga seized the opportunity to promote the suburb’s unique all-day dining, retail and leisure offerings to a wider audience to drive mid-week and daytime visitation.

Aruga partnered with My Valley – a Brisbane City Council initiative to promote and support the Valley Malls precinct – over four years to spotlight the great businesses, personalities, activities and events the Valley offers, day and night.

From pivoting during a pandemic to working alongside ambassador Emma Sheppard to producing a monthly content suite of original blog articles, vibrant imagery and savvy social media copy, Aruga is proud to have played a key role in encouraging visitors to eat, shop, play and stay in the Valley.


Written content

Produced and published 156 blogs on the My Valley website.

Social media

Developed monthly social content calendars.

Content creation

Coordination and management of monthly photoshoots for organic social media content, including talent management.


Assisted Brisbane City Council transition to a new website, including SEO and content migration.


Established and nurtured relationships with key retailers and stakeholders.

Campaign Highlights

Through tailored blog content and social posts, Aruga highlighted the Valley’s incredible diversity, profiling an array of retailers and events such as Moon Festival, International Women’s Day and Big Gay Day.
Aruga interviewed Valley icon Alice Nightingale before she shut up shop in the Valley. Discover her hot Valley tips at
Brisbane City Council appointed Emma Sheppard as the Valley ambassador for three months. Aruga facilitated the ideation and creation of social content during this relationship.

Winning Tactics

Thumbs Up

Aruga introduced the concept of monthly photoshoots to generate up-to-date, high-quality content for use across the My Valley digital and social channels. We coordinated and managed these shoots over four years, forging strong relationships with retailers and stakeholders.

Peace Sign

In 2022, Brisbane City Council engaged Aruga to assist with the My Valley website transformation, including content migration and SEO.


Aruga’s monthly blog creation helped profile and promote the Valley’s smaller and independent retailers who may not have previously had a digital presence.