Taking it to the streets (and bridges)

A record number of racers turn Brisbane icon into a runaway success

Team Aruga laced up and put its best foot forward to support The Sunday Mail Transurban Bridge to Brisbane 2023 – Queensland’s biggest, boldest and best-loved community fun run. 

Delivering an integrated campaign, Aruga pitched, organised and attended 16 photo shoots, engaged 10 Ambassadors from football stars to local Instagram legends, delivered 10 paid social campaigns, crafted dozens of social posts and secured hundreds of high-quality editorial clippings.

We also provided consistent marketing and communications support for key stakeholders and partners, identifying opportunities for inclusion in social media content and EDMs and PR opportunities to showcase fundraising efforts and participant storytelling.

 The campaign contributed to a record-breaking impact, crossing the finish-line with a sold-out event of 30,000 registrations and $1.2M million raised for Queensland charities – the highest fundraising year to date. 

Results

2,363

Total Media Clips 

34M

Potential Audience Reach

356

Organic Social Posts

922K

Organic Social Impressions

10

Paid Social Campaigns

1.76M

Paid Audience Impressions

10

Ambassadors and Influencers Engaged

118, 427

Total Reach from Ambassador and Influencer Content 

Deliverables

Copywriting

Development of key messages for multiple audience segments including taglines and one-liners to support the event’s fresh new brand which Aruga crafted into media releases, media alerts and fact sheets for roll-out throughout the campaign.

Organic Social Media

Management of a highly-engaged online community keeping them connected with high-quality visual assets captured at previous races, integrated with fresh content and eye-catching visuals developed by our graphic designer.

Paid Social Media

Designing and executing a strategy to optimise organic social media reach and managing reporting. 

Ambassador and Influencer Engagement

Spanning outreach, contractual negotiations, content briefings and liaison, and content capture, to drive strong outcomes from event ambassadors and influencers.

Stakeholder Management

Conducting liaison with sponsors, charities and partnership leads on content deliverables.

Marketing Support

Contributing to eDM content and paid media support in addition to The Sunday Mail. 

Winning tactics

Aruga worked with News Corp Australia to engage some of Queensland’s most recognisable faces to promote the 2023 event, resulting in high-quality news coverage in The Sunday Mail, The Courier-Mail and associated lift–outs and sections, and quality social media content for their channels, and Bridge to Brisbane’s owned channels. 

Aruga ensured media readiness for race day, preparing on-ground access instructions, fact sheets, key messages, and real-time figures for journalists, clear timings and quirky vision and talent opportunities, resulting in national coverage across three major weekend news programs and high-quality evening news representation on all commercial TV networks in Brisbane.

Aruga collaborated with photographers and videographers to prioritise posting real-time race day content across Bridge to Brisbane social platforms, resulting in the top five social posts of the campaign being featured content captured on race day.

Aruga leveraged key talent profiles from Bridge to Brisbane’s media partners, including Tony Auden, Mark Beretta, and Kendall Gilding, securing coverage across various platforms like 7 Weekender, 7 News Queensland’s weather, B105 on-air discussions, and multiple photo stories for The Sunday Mail.

Aruga engaged iconic Queenslanders as Bridge to Brisbane influencers and ambassadors, including Reece Walsh and the Queensland Firebirds, providing fresh faces for generating hype and added media leverage.

Aruga worked with Must Do Brisbane to distribute a solus eDM to its database to promote Bridge to Brisbane’s On Sale and 20% Off Flash Sale announcement, contributing to a significant increase in registrations. 