Brisbane Festival
Sparking a nation’s Curiocity
Tourism and Events Queensland
Community
Major Events
Delivering a STEAM-powered PR campaign
Aruga has sparked interest in Curiocity Brisbane since it launched in 2019. In 2022, Curiocity Brisbane became part of World Science Festival Brisbane – one of Queensland’s most esteemed major events – with Aruga’s prowess applied to social content, PR activity and copywriting.
Unfortunately, wild weather and major flooding saw World Science Festival Brisbane cancelled and Curiocity Brisbane postponed until July 2022.
Taking advantage of Queensland’s glorious winter weather, Aruga and Curiocity Brisbane bounced back with a rescheduled 17-day program during the June/July school holidays. We returned to power positive media coverage, host journalist visits and create incredible content.
PR Results
537
media clips
18M
audience reach
$921,000
ASR value
Deliverables
Content Creation
Managed a fast-turnaround, high-quality video and photo shoot that showcased Curiocity Brisbane by day and night.
Weekend Sunrise
Planned and delivered a Weekend Sunrise weather cross with James Tobin on opening weekend to show off Curiocity Brisbane to a national audience.
Social Media
Developed an organic social content plan including the design of scroll-stopping tiles.
Delve deeper into the strategy behind this work
See under the bonnet
Many of the Curoicity installations were making their world premiere so existing images or videos of them were scarce. Aruga coordinated a content shoot to produce dramatic images and videos, generating strong media interest.
Continuing the journalist hosting program from previous years helped Aruga build even stronger relationships with key media. This approach led to high-quality, legacy storytelling about Brisbane as an arts and cultural destination with The Weekend Australian Magazine.
Partnering with Sunrise and the Queensland Museum Network to bring the popular early-morning television program to Brisbane to capture the event first-hand, ensured the nation’s eyes were on the opening weekend of Curiocity Brisbane 2022.
