See how our garden glows!

Bathing Brisbane in botanical brilliance

Lightscape Brisbane promised to take the city on a journey of the senses through light, colour and sounds and Aruga was aglow at the opportunity to join its dazzling debut.

The internationally acclaimed, multi-sensory immersive experience lit up Brisbane’s City Botanic Gardens in partnership with Brisbane Festival during its 2023 program.

Aruga was engaged by Sony Music Entertainment to deliver a proactive media relations campaign, driving awareness and ticket sales for the illuminating five-week event.

We leveraged our media connections and hosted a VIP Night to position Lightscape Brisbane as the city’s must-see experience, engaged influencers and key opinion leaders to fuel the hype and coordinated ticket giveaways with media outlets to keep interest high throughout the event’s duration.

Lightscape Brisbane was a box office smash, with ticket sales totalling $5.5M from 160,000 visitors and garnering an avalanche of editorial coverage secured by Aruga over the four-month campaign, leading to Aruga’s re-engagement for the Sydney and Brisbane return seasons in 2024.

Results

458

Total Media Clips

27M

Potential Audience Reach

33

Influencers Engaged

16

Media Reviews

11

Ticket Giveaway Promotions

Deliverables

Content and Copywriting

Aruga delivered compelling media materials developing strong copy to go with the dynamic campaign visuals.

Media Relations

Aruga's strategic PR campaign was bookmarked by two major event milestones: tickets on sale and opening weekend.

Media and Influencer Engagement

Aruga compiled an outstanding guest list of media and key influencers for a VIP preview night, including management of RSVPs and on-ground hosting.

Winning tactics

Building to a crescendo of pre-season proactive editorial pitching, Aruga ensured media and influencer hype was electric for opening weekend, resulting in capacity attendance at a VIP preview event that generated enormous FOMO-inducing social media coverage.

Aruga worked with 11 of Brisbane’s best online and broadcast media outlets to coordinate giveaways and competitions to ignite and sustain interest throughout Lightscape Brisbane’s five–week run, resulting in more than 3,000 competition entries.

Recognising the importance of local content capture, Aruga delivered a professional photo and video shoot during opening week, fuelling sustained media and social coverage for the month ahead.