Brisbane Festival
Shining the spotlight on an illuminating art concept
Pico Play x Bruce Munro Light/State
Creative Ideas
From ideation to illumination
When global entertainment and leisure experts Pico Play approached Aruga for help promoting world-renowned artist Bruce Munro’s as-yet-unnamed installation to a predominantly B2B audience, we were there to light the way.
Aruga ideated the attraction’s overarching name – Light/State – then built its brand through designing and copywriting its microsite, brochures and media kit and facilitating targeted advertorials and strategic paid social media execution.
Aruga ensured the spotlight was trained on Pico Play, Bruce Munro and the Mildura region lightyears ahead of the event’s projected debut in 2023.
Results
188K+
campaign reach
417K
campaign impressions
853
clicks to website
Delve deeper into the strategy behind this work
See under the bonnet
Winning Tactics
Aruga’s expert copywriters did the groundwork to encapsulate what this event would entail when it was still in its concept stage, summarising important information in an accessible way to accompany outreach.
Brokering a strategic advertorial partnership with Travel Weekly and ArtsHub to extend reach and connect Light/State with investors, sponsors and vendors.
Developing and using eye-catching, bold creative to craft a recognisable campaign to attract attention and drive EOI submissions.
More Work
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