Taking opera to the outback

Opera Queensland


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!



media clips (588% increase YOY)


advertising value equivalent (95% increase YOY)


audience reach (333% increase YOY)


national clips (2587% increase YOY)


local/state clips (286% increase YOY)


broadcast clips (684% increase YOY)



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

Securing a TODAY broadcast from Longreach – on Federal Election day – to showcase the Festival to a national audience.
Securing amazing high-quality national media coverage across a variety of mediums.
Curating a bank of excellent copy and vision assets to complement our strategic media relations approach.

Winning Tactics

Thumbs Up

We made the best use of Opera Queensland’s video and image assets to land coverage across major national media outlets.

Peace Sign

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.