The science of storytelling

Delivering a campaign powered by art and science

Brisbane undergoes an annual metamorphosis each March, becoming a vibrant hub of scientific exploration, featuring interactive art and science installations, engaging discussions with esteemed scientists and experts and a curated lineup of both free and ticketed events at World Science Festival Brisbane.

Since its inception in 2016, World Science Festival Brisbane has garnered over 800,000 attendees and injected $35 million into the Queensland economy.

From thought-provoking discussions on rocket fuel’s impact on the atmosphere on triple j’s Hack to conversations about making art more accessible for neurodiverse individuals in ArtsHub, the 2023 program was rich with intriguing narratives ready to be shared.

Leveraging the potency of earned media, paid media initiatives and vibrant content creation, Aruga spearheaded a collaborative campaign with the Queensland Museum and Tourism and Events Queensland, significantly elevating the visibility of World Science Festival Brisbane with interstate and national media titles.

Results

351

Media clips

4.5M

Audience reach

2

Advertorial partnerships facilitated

1

Full day content shoot

Deliverables

Content Development

Full management of a content shoot spotlighting the program’s ‘Curiocities’ delivering a comprehensive collection of videography and photography assets, with a rapid turnaround of 15 second video content and stills ensuring Queensland Museum social media audiences received a first glimpse of the Curiocities immediately.

Media Relations

Supporting the activities of the WSFB inhouse PR team, Aruga focused on interstate and national media engagement, prioritising tier 1 storytelling opportunities.

Advertorial

Coordination of two advertorial opportunities with key audience-relevant publications, serving to expand engagement with the event across both interstate and local markets.

Media Relations

Wrangling everything from curious kids to colourful science experiments for a World Science Festival Brisbane weather cross series with Channel 7’s Sunrise.

Winning tactics

Aruga unearthed the most unique and interesting stories and people from the 2023 program to secure coverage in interstate and national media, spanning general news, travel and arts publications.

Ensuring coverage landed in a timely manner around the Festival, Aruga coordinated both paid media opportunities and commenced outreach well in advance, strategically aligning messaging and timing to maximize visibility and impact across various media platforms.

On the morning the Festival opened, Aruga managed a content shoot to ensure the availability of fresh and relevant campaign imagery, further supporting in-Festival media activity.