Brisbane Festival
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.
Results
91%
sellable capacity
760K+
social media impressions
100+
media clips
18
sold-out performances
82%
first-time visitors to website
2616%
return on marketing spend
Delve deeper into the strategy behind this work
See under the bonnet
Campaign Highlights
Winning Tactics
Working responsively with The Tivoli team to create, implement and optimise ads in real-time in response to ticket sales.
Recognising the winning ROI on social media advertising, Aruga pivoted our approach to reallocate resourcing from PR to additional paid social media.
A PR approach driven not by ASR value or “prestigious” titles but by prioritising platforms we knew our target audience actively consumed.
What The Tivoli had to say
“Aruga's legendary team got to the heart of our project with a number of in-depth intial consultations and then ran with the project as passionately as if they were a part of our organisation. We achieved some amazing results with Aruga by our side. Two thumbs up.”
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