Targeting music lovers for post-pandemic performances

The Tivoli

Public Relations

Our integrated campaign was a masterclass in pairing the right product with the right audience

When performance restrictions eased after COVID-19 shuttered performance venues across Australia in 2020, independent live music icon The Tivoli launched the aptly named Open Season – the first in-house festival in the venue’s 100-year history.

Aruga was engaged to develop and implement a strategic integrated PR, marketing and social media campaign that showcased the inaugural Open Season program.

With a pandemic-impacted marketing budget, we developed a winning multichannel approach that exceeded expectations, achieving 91% of sellable capacity and an ROI of 2,616% across the two-month festival.



sellable capacity


social media impressions


media clips


sold-out performances


first-time visitors to website


return on marketing spend

Delve deeper into the strategy behind this work

See under the bonnet