Training the spotlight and raising the roof

Opera Queensland


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)


media clips


national clips


audience reach


estimated advertising equivalent


coverage in top-tier outlets


positive sentiment


increase on 2020 clippings

Delve deeper into the strategy behind this work

See under the bonnet