Setting Sail on a New Christmas Tradition

Economic Development Queensland


Major Events

All aboard a festive lights display like no other

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.



Event attendance


Media clips


Potential editorial reach


Media impressions


Earned media partnership value


Commercial boats registered


Event Awareness

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.

Encourage Visitation

Aruga reached an estimated audience of 2.9M, raising significant awareness of the Northshore Brisbane precinct

Content Production

End-to-end management of two video and photo content shoots for promotional activity.

Relationship Management

Provided support and media opportunities to key stakeholders and precinct partners.

Winning Tactics

Thumbs Up

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.

Peace Sign

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.

Campaign Highlights

Aruga expertly managed a paid media partnership with Must Do Brisbane to promote the event on a leading Brisbane calendar and generate awareness.
Aruga conceptualised and managed two content shoots to help audiences visualise the inaugural event. The pre-event shoot created teaser content to capture the essence of the event. The in-event shoot captured vibrant event content to use for future event promotion, partnership opportunities and prospective event bookings.
Earned TV returned the highest volume of coverage, attributable to the success of our strategic partnership with Channel Nine that encompassed news stories, a TODAY Show weather cross series and state-wide live crosses in-event.