Tourism and Events Queensland
Taking opera to the outback
Opera Queensland
Content
Public Relations
Regional Queensland was on song when the Festival of Outback Opera returned for an encore year
Aruga came a-waltzing Matilda with Opera Queensland to shine a spotlight on their second annual Festival of Outback Opera.
We enticed TODAY away from Canberra’s political epicentre to Longreach’s main street, flew city arts journalists into regional towns and help win over new opera fans in country music’s heartland.
Aruga hit those high notes with strategic and targeted media activity, sold the dream with stunning video and image assets, profiled the exceptional talent on stage and off and showed selected journalists first-hand the majesty of opera in the outback.
The campaign results – including an audience reach of 6.5M and a 588% increase in media coverage – are worth singing about!
Results
420
media clips (588% increase YOY)
$205K
advertising value equivalent (95% increase YOY)
6.3M
audience reach (333% increase YOY)
215
national clips (2587% increase YOY)
205
local/state clips (286% increase YOY)
392
broadcast clips (684% increase YOY)
Deliverables
Copywriting
Developed media materials for the Festival and The Sopranos regional tour.
Media famils
Coordinated journalist visits.
Media partnerships
Coordinated and managed a partnership with TODAY.
Campaign Highlights
Winning Tactics
We made the best use of Opera Queensland’s video and image assets to land coverage across major national media outlets.
Our media famil program led to high-quality, legacy storytelling that showcased the Festival and Opera Queensland’s support for regional arts.
Brokering a TODAY weather cross in Longreach on opening day put opera and our client on the nation’s radar and drew the attention of new audiences.
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