Orchestrating impact through storytelling

Conducting PR opportunities for Queensland Symphony Orchestra

Queensland Symphony Orchestra (QSO) is a world-class, full-scale symphony orchestra with education, community and connection at its heart.

Aruga was engaged in 2024 to elevate the brand, engage loyal audiences, and attract new attendees through concert and talent media relations, as well as leadership storytelling.

Aruga delivered a 12-month strategic PR campaign that combined brand-building media relations with show-specific initiatives. Aruga’s approach leveraged QSO’s talented conductors, soloists and artists-in-residence, providing behind-the-scenes access and curated media experiences.

These storytelling tactics enabled Aruga to secure more than 400 editorial mentions, strengthen relationships with key national journalists, and position QSO as a cultural leader, inspiring both new and loyal audiences across Queensland and nationally.

Results

406

total media mentions

27.7M

potential audience reach

44%

coverage in top-tier media outlets

100%

positive sentiment

Deliverables

Copywriting

Crafted compelling and audience-focused copy across media materials, feature pitches and talent profiles to tell QSO’s stories, amplify concert highlights and drive ticket sales.

Media Launches

Coordinated high-impact media moments in Brisbane, including broadcast interviews, photo opportunities and concert coverage to generate awareness and engagement for priority shows.

Public Relations

Developed a strategic 12-month PR plan mapping campaign objectives, target audiences, media channels, key messaging and timelines to align PR activity with productions and stakeholder announcements.

Media Relations

Managed end-to-end media engagement, including tailored pitching, interview coordination, reviewer management and hosting media at concerts, ensuring high-quality coverage and strong relationships with key outlets.

Winning tactics

Phased media activity enabled Aruga to leverage long-lead pitching to secure coverage in national outlets, while also securing short-lead opportunities for local and broadcast coverage, sustaining momentum across priority shows.

Aruga adopted a targeted reviewer strategy, prioritising top-tier outlets and selected concerts, ensuring high-quality editorial coverage while optimising resources and maintaining accountability for every review.

Aruga engaged QSO conductors, soloists and artists-in-residence to provide fresh perspectives for each concert, creating compelling angles and securing high-quality media coverage.