Brisbane Festival
Training the spotlight and raising the roof
Opera Queensland
Arts
Cementing Opera Queensland as a leading and innovative arts company
Like a supportive theatre parent, Aruga has worked proudly behind the scenes for more than three years to cement Opera Queensland’s position as a leading and innovative arts company.
Aruga has taken OQ from the stage to the page, profiling artists, productions and company leaders across media channels to spark ticket sales, build brand awareness and develop new audiences.
In 2021 Aruga was engaged by Opera Queensland to manage the publicity and media relations for its mainstage productions, supporting activities and corporate profiling, including, Lorelei, Are You Lonesome Tonight, Festival of Outback Opera, The Marriage of Figaro, The Studio Series, Season 2022, Opera Queensland’s corporate announcements, Songs of Love & War and VERDI.
Building on our previous successes and a long relationship with Opera Queensland, we developed an integrated strategy that showcased Opera Queensland’s 2021 programme, built brand awareness and aided company storytelling.
When the curtain closed on 2021, there wasn’t a dry eye in the house.
Results (2021 Season)
1,522
media clips
617
national clips
30.2M
audience reach
$892K
estimated advertising equivalent
68%
coverage in top-tier outlets
100%
positive sentiment
+51.7%
increase on 2020 clippings
Delve deeper into the strategy behind this work
See under the bonnet
Winning Tactics
Aruga successfully showcased Opera Queensland’s 2021 programmed works through a variety of mediums, placing Opera Queensland in front of new audiences. Aruga undertook media famil activity, engaged influencers and focused on generating broader consumer interest in Opera Queensland’s productions via priority coverage in mainstream pop culture titles such as The Weekend Edition, Concrete Playground and The Urban List.
Aruga positioned Opera Queensland and its senior leaders and artists as industry experts, leading to feature opportunities with national media outlets and numerous reactive opportunities from media for Opera Queensland to be a leading commentator on arts industry and policy.
Through always-on, proactive media relations and deep investment in key media relationships, Opera Queensland maintained its prominent share of voice across Queensland and nationally. This is evident in ongoing media requests for key talent to be incorporated into larger media stories and discussions, including with Limelight, The Australian and ABC.
