Piqueing Brisbane’s Curiocity again

Curiocity_2021

Tourism and Events Queensland

Arts

Community

Major Events

Curiocity_2021

Full STEAM ahead for a most curious campaign

Aruga plugged its PR and communications know-how into launching the inaugural Curiocity Brisbane in 2019, sparking imagination and innovation among media and visitors alike and positioning Brisbane as an all-ages interactive playground.

We drove momentum to another successful launch in 2020, before quickly transitioning to issues management when COVID-19 derailed the event just days before.

Back with a bang in 2021, Aruga returned to channel its inner-STEAM specialists, powering positive national coverage, visiting journalist famils, social media and VIP events.

Results

1,100+

pieces of media coverage (not including COVID cancellation coverage)

17.5M+

audience reach from PR coverage

$3.3M+

estimated equivalent advertising value

29.1K

paid social link clicks

347K

organic social media impressions

414K

estimated event participation (2021)

75K+

total visitor nights in Queensland (2021)

$2.32M

direct & incremental spending in Queensland (2021)

Delve deeper into the strategy behind this work

See under the bonnet

Campaign Highlights

CUB2021_1 — Curiocity Brisbane's wayfinding signage encouraged the use of QR codes for extra information.

CUB2021_2 — Inside Pocket Cosmos; a giant vertical kaleidoscope.

CUB2021_3 — Evanescent, by Chimera Atelier & Pineapple Design Studio, was one of 2021's most popular Curiocities.

CUB2021_4 — Curiocity Brisbane brought curiosity, colour and delight to the City Botanic Gardens.

CUB2021_5 — Pamela See's Bees Being applied AR technology an interactive element to an existing public artwork in Albert Lane, CBD.

Winning Tactics

Offering an ‘ultimate Brisbane staycation’ giveaway activated through eDMs and paid social to drive database acquisition for re-marketing purposes.

Conception and production of a half-day content shoot, creating high-quality Insta-worthy content and quality materials for media.

A cross-platform national social media advertising campaign leveraging a range of thumb-stopping assets designed in-house.