Look alive at Noosa’s favourite festival

NOOSA alive! Festival 2023

Copywriting

Public Relations

Kicking up our heels at a 10-day, non-stop party.

Annual arts and culture festival NOOSA alive! celebrated its 21st birthday with a guest list of Australian icons, internationally renowned artists and local legends.

Aruga slipped on our party hats to manage the festival’s public relations campaign, building awareness and driving interstate and intrastate attendance.

Adopting a fresh PR approach for the 2023 event, Aruga secured 237 media clips across television, radio, print and digital media.

The media blitz saw coverage land on The TODAY Show, Channel 7, The Australian, The Courier-Mail, Brisbane Times and more.

We also played gracious on-ground party hosts to help Qantas Magazine and The Weekend Australian Magazine develop long-lead pieces about the festival and region.

Results

237

media clips

4.4M

estimated audience reach

4

media hosted (famils and on-ground management)

Deliverables

Strategy Development

Aruga developed a strategic campaign approach, targeting a mix of national, state and local media before and during the festival, as well as creating KPIs to align with festival objectives.

Copywriting

Aruga developed sponsored editorial content and key campaign media materials including a launch media release and updated program announcements.

Media Relations

Aruga worked with media on long and short-lead editorial opportunities including program announcements, talent profiles and targeted angles and managed photo and vision opportunities.

Media Hosting

Aruga worked closely with NOOSA alive! and Noosa Tourism to curate a wonderful experience in-region for Qantas Magazine and The Weekend Australian Magazine across accommodation, restaurants, meet-and-greets and festival events.

Winning tactics

Thumbs Up

Aruga leaned into short-lead editorial opportunities, prioritising ‘first look’ moments, in-season interviews and event listings to encourage attendance and drive ticket sales.

Peace Sign

Aruga prioritised profiling the ‘who’ over the ‘what’, liaising with key festival talent to uncover story angles and pitch interview opportunities to media.

Ok

Tourism and arts go hand in hand! Aruga collaborated with the local tourism body and regional stakeholders to pitch wider tourism stories that included NOOSA alive! content, as well as curate top-notch regional experiences for media.

Campaign highlights

Coordinating a TODAY Show cross with Tourism & Events Queensland and NOOSA alive! in the lead-up to the festival.
Securing two top-tier media outlets – Qantas Magazine and The Weekend Australian Magazine – to attend an in-region famil and experience the unique offerings of Noosa and NOOSA alive! Festival.
Locking in two photo stories with The Courier-Mail by coordinating snaps with Cirque Bon Bon for the program launch and Queensland Ballet for opening week.
Aruga worked with NOOSA alive! and Noosa Tourism to curate a wonderful experience in-region for Qantas Magazine and The Weekend Australian Magazine.