Brisbane Festival
Putting Cairns and live music on the national festival map
Cairns Regional Council
Arts
Major Events
Regional
Tourism
Navigating a regional music festival in an ever-shifting COVID-19 world
Promoting a regional music festival amid border closures and COVID-19 restrictions was never going to be easy-peasy, however we love a challenge.
Aruga highlighted top Aussie talent in the tropics, ensuring the stellar music festival lineup at Cairns Summer Sounds received star billing across national media and showcased the best of Tropical North Queensland on custom media famils.
Ticket sales for Tones and I sold out despite needing to be rescheduled. In addition, we smashed ticket sales and drove website traffic via social media to raise awareness of events and promote visitation in the Cairns region.
Results
1.18M
audience impressions
7,182
link clicks to the Cairns Summer Sounds website
62
media clips
$102K
ASR value
3.78M
audience reach from PR coverage
Delve deeper into the strategy behind this work
See under the bonnet
Winning Tactics
Media Famils: by hosting travel journalists in region, we successfully secured high-quality national coverage that positioned Cairns as a country-leading arts and cultural destination.
Flexibility: hosting shows in a pandemic had its challenges, with lockdowns and border closures resulting in event reschedules. Remaining agile and working closely with artist teams and media allowed us to move editorial coverage dates and adjust social media campaigns in accordance with shifting timelines.
SEQ + Drive Market Targeting: via geo-targetting, we were able to ensure all social ad campaigns were being delivered to those able to attend the shows, specifically the drive-market and South-East Queensland corner.
