Brisbane Festival
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Gold Coast Airport
Business
Regional
Tourism
Welcoming the world to Gold Coast Airport’s $500M terminal expansion
Aruga prepared for take-off when we partnered with Queensland Airport Limited (QAL) to launch the Gold Coast Airport’s (GCA) three-phase $500m terminal expansion throughout 2022.
Phase One Mass Trial: Before opening to the public, the new $260M airport terminal was put through its paces in a Mass Trial, where GCA invited 500 community volunteers to act as passengers, testing and trialling all aspects of the terminal from flight check-ins to ordering coffee.
Phase Two Domestic Opening: GCA opened the new domestic terminal to travellers in September.
Phase Three International Opening: In November, GCA opened the new 30,000 sqm international terminal which doubled the airport’s footprint.
Deliverables
Strategy
Aruga developed a strategic editorial approach with exclusive media angles for each phase
Media Relations
Aruga worked with media on long and short-lead editorial opportunities which included data-led stories, historic features, profile opportunities and managing media calls with multiple national TV outlets and live radio broadcasts
Talent Briefing
Aruga worked with QAL spokespeople to ensure they were fully across key messages and data for media appearances
Copywriting
Aruga developed media materials, including media releases, key messages and fact sheets
PR Results
954
Media clips
8.1M
Potential audience reach
$432.3K
Advertising value equivalent
National TV Crosses
Crosses with TODAY Show, ABC Breakfast and Sunrise
Winning Tactics
National television crosses across all three phases of the campaign including TODAY Show, ABC Breakfast and Sunrise.
Developing up-to-date assets for each phase of the campaign for media.
Profiling QAL CEO Amelia Evans as an expert industry spokesperson.
