Shaking it up with Zumba and a campaign that got Australia moving

Celebrating 16 years of movement

Zumba celebrated 16 years in Australia with BETO IN OZ 2.0, a high-energy two-day masterclass and instructor-training event led by Zumba Founder Beto Perez.

The milestone event at the Gold Coast Events Centre brought together instructors, fans and fitness communities from across the country, combining global star power with grassroots energy.

Zumba partnered with Aruga to drive national and local awareness before and during the event, reinforcing the brand’s leadership in the global fitness space.

Aruga delivered a fast-paced publicity and influencer campaign that positioned BETO IN OZ 2.0 as a must-attend cultural and fitness moment.

Through national broadcast coverage, on-ground media calls and targeted influencer activation – including the creation of first-person social media content – the campaign amplified excitement, drove last-minute ticket sales and celebrated Zumba’s enduring impact on Australia’s fitness community.

This strategic approach brought Zumba’s anniversary celebrations to screens, social feeds and audiences nationwide.

Results

191

editorial clips (including syndications)

361K+

potential audience reach

43.2K+

advertising value equivalent

6.3K

influencer-created Instagram Reel views

10h 42m

watch time

161

engagements

Deliverables

Media Relations

Driving national, state-wide and local coverage through targeted pitching across broadcast, radio and online media ahead of and during the Gold Coast events.

Copywriting

Developing media materials, including press releases, event listings and media call alerts that clearly communicated event details and key messages to drive coverage and attendance.

Influencer Engagement

Engaging influencer Sami Rose to attend the event and create an Instagram Reel, supported by briefing, contracting and reporting.

Winning Tactics

Aruga prioritised high-impact broadcast opportunities, resulting in strong national exposure that drove urgency, awareness and celebration.

Aruga embedded media directly into event moments, inviting them to capture live footage and interviews that showcased the scale and atmosphere of the event.