Reeling ‘em in for a BCFing summer

Promoting Australia's largest outdoor retailer

When Aruga was engaged by Australia’s largest outdoor retailer to promote its national Summer Campaigns with PR and copywriting services, we waded all the way in.

Through evocative storytelling, insightful profiling and the creation of inspiring copy for 12 themed gift guides, we landed key coverage for BCF with NewsCorp, Escape, Body+Soul, News.com.au and Taste and smashed all KPIs out of the water within the first two months of the five-month campaign.

We ensured that BCF was synonymous with summer across the country, kitting out Aussies with all the top camping, boating and fishing gear required to rebound out of lockdown and enjoy the great outdoors on land and water.

Results

51

media clips

40

national and interstate media clips

14.2M

audience reach

$250K

estimated advertising equivalent

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See under the bonnet

Campaign Highlights

Black Friday Sales_CHI — Securing editorial coverage for BCF's Black Friday sales in news.com.au.

Body+Soul_CHI — Securing editorial coverage in Body+Soul.

Newspaper_CHI — Securing national syndication with a best holiday and travel gear guide.

Escape_CHI — Securing editorial coverage on the best inflatable stand-up paddleboards.

Winning Tactics

Developed fresh gift guide copy for key seasonal opportunities to keep BCF front of mind for summer shopping.

Leveraged BCF’s partnership with OzFish to tell a bigger story about how BCF is protecting our waterways and promoting sustainable fishing, securing a Sunrise Weather Cross series.

Developed listicle articles to showcase the best gear for summer, securing national product placements for BCF brands and items.

More Work

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Brisbane Economic Development Agency

BCF

51

40

14.2M

$250K

Spreading Christmas cheer in The City