When Northshore Brisbane came to Aruga seeking something fresh, authentic and site-specific for Christmas, the inaugural Northshore Christmas Boat Parade was born. Seafarers and spectators alike set sail on Brisbane’s newest Christmas tradition, gathering for a family-friendly festive day out across four party hubs at Brisbane’s immersive riverside entertainment destination.
Aruga conceptualised, designed and promoted the Northshore Christmas Boat Parade, positioning it to become a mainstay on Brisbane’s Christmas calendar. The inaugural event contributed to awareness, visitation and positive economic outcomes for the precinct and its partners.
As a result of Aruga’s integrated communications campaign to drive awareness, engagement and participation in the inaugural event, the Northshore Christmas Boat Parade was a buoyant success with almost 10,000 people lining the riverbank.
Potential editorial reach
Earned media partnership value
Commercial boats registered
Aruga’s multi-phased PR approach ensured widespread awareness across launch, pre-event and in-event moments.
Brand & Creative
Conceptualised and developed brand identity and key visuals.
Told the event’s story and sparked interest with brand messaging, website copy and media materials.
Aruga reached an estimated audience of 2.9M, raising significant awareness of the Northshore Brisbane precinct
End-to-end management of two video and photo content shoots for promotional activity.
Provided support and media opportunities to key stakeholders and precinct partners.
From a brainwave in the boardroom to 20 festive boats on the Brisbane River, Aruga delivered every aspect of the event ideation, promotion and campaign execution.
Aruga developed social teaser content that built intrigue and anticipation ahead of the event announcement and in the lead-up to the event.
We grew engagement for the event through collaboration with stakeholders and precinct partners, partnerships with Channel Nine, B105 and Must Do Brisbane, earned media outreach and a social media campaign.