See how our garden glows!

Sony Music Entertainment

Copywriting

Crisis Communications

Events

Influencer Engagement

Public Relations

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 leader’s to fuel the hype and coordinated ticket giveaways with media outlets to keep interest high. 

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.

Results

458

Total Media Clips

27M

Potential Audience Reach

33

Influencers Engaged

16

Media Reviews

11

Ticket Giveaways

Deliverables

Content and Copywriting

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

Media Relations

Aruga pitched editorials proactively and reactively in support of two key milestones: the sale of tickets and the opening weekend.

Media and Influencer Engagement

Aruga compiled an outstanding guest list of media and key influencers for the VIP preview night, including overseeing RSVPs and hosting guests on-site during the evening.

Winning tactics

Thumbs Up

Building up a crescendo of pre-season media liaison, Aruga  delivered a media and influencer ‘first look’ at Lightscape Brisbane’s VIP Night resulting in a steady stream of high-quality social media coverage. 

Peace Sign

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 fiveweek season. 

Ok

Aruga hosted 16 media outlets and countless influencers at Lightscape, across the five-week season to generate ongoing coverage. 

Campaign highlights

Lightscape Brisbane starred in The Courier-Mail with vibrant photos coordinated by Aruga at Winter Cathedral.
Aruga secured coverage on ABC News Queensland’s Weather with Jenny Woodward hosting live from Neon Fig Tree Roots.
Aruga capitalised on Lightscape Brisbane’s visual appeal among television audiences ahead of its official opening, with a Nine News live news cross from the Floraison installation.
Culture Creative Ltd. Director and Head of Production Ian Bone was interviewed by ABC Queensland Evenings host Kelly Higgins-Devine about bringing the installation to life.