Spotlighting Brisbane’s world-class wonders

Brisbane Festival


Major Events

Championing Brisbane’s reputation as an arts and culture innovator

After staging a successful campaign in 2020 during a global pandemic, we rallied as restrictions continued in 2021 to bring the Brisbane community even more magic and marvel.

Buoyed by back-to-back strategic wins, we launched our 2022 campaign with a renewed focus on spotlighting Brisbane’s incredible talent. We capitalised on Brisbane Festival’s reputation as a bold and creative innovator to give the Festival a strong share-of-voice alongside respected Major Festivals Initiatives (MFI), international arts festivals and other cultural tourism-driving events.  

Aruga turned it up to 11 in ’22 by coordinating a meticulous campaign that spotlighted Brisbane Festival’s immensely talented artists and creatives as well as the staff, stakeholders and partners. Our campaign sought and delivered extensive media coverage for Brisbane Festival across TV, print, digital and radio networks with a noteworthy year-on-year increase in PR performance.

With a sprinkle of pink glitter – and a shrewd and sharp PR strategy – we helped Brisbane Festival bring the glitz and glamour in 2022.  



total clips (25% increase on 2021)


potential audience reach (9.7% increase on 2021)


estimated advertising value from PR coverage


unique clips (10% increase on 2021)


national clips


interstate clips



hosted media visits


comprehensive PR strategy and pitch plan


Brisbane Festival podcast episodes


interstate press visits


media releases, media alerts and fact sheets

Winning Tactics

Thumbs Up

We dedicated a significant portion of campaign hours to pitch editorial opportunities for free, local and immersive experiences. Securing extensive coverage for grassroots programming ensured visitors flocked to Brisbane Festival’s free programmed events.

Peace Sign

Beginner’s Call, a 10-episode podcast, was conceived and produced by Aruga, curated by Brisbane Festival Artistic Director Louise Bezzina and hosted by Aruga Co-founder Adam Brunes. The podcast invited audiences backstage and behind-the-scenes with each episode sharing stories and insights into the creative process while exploring the breadth and diversity of the 2022 program.


With 22 new works, 12 Queensland premieres and six international presentations, Aruga spent significant time upfront meeting artists to understand their ‘why’. This investment of time and resources was critical to communicating new concepts and securing quality earned media coverage.

Campaign Highlights

Editorial coverage in national publications including The Australian, The Guardian The Weekend Australian REVIEW, and The Saturday Paper, and quality statewide publications including The Courier-Mail, QWeekend and InQueensland.
TV and radio coverage on 9News, 10News, ABC News Queensland, Art Works, SBS/NITV and TODAY Show as well as ABC Radio National The Stage Show, ABC Radio Brisbane Weekends and ABC Radio Weekend Evenings.
Aruga’s fourth annual Legends Lunch became a Legends Brunch, attended by six media, seven artists, three Brisbane Festival staff and four Aruga team members.
Aruga hosted six media, five influencers and their guests aboard Brisbane’s Art Boat to showcase the standout experiences and signal the start of Brisbane Festival 2022. QNews, Style Magazines, The Urban List, The Courier-Mail and VAULT joined the party, alongside TEQ and BEDA reps and influencers including Kerry Heaney, Ben Zabel and Larry Lim.
Aruga secured, coordinated and managed a live TODAY Show weather series from Northshore Brisbane profiling six Festival experiences and events: Brisbane’s Art Boat, Cirque O L I O, Brisbane Serenades’ Roller Daze, Dance Halls, The House and Flamenco Fire.