
Brisbane Festival
Content
Public Relations
We packed our swag as Opera Queensland celebrated its 40th birthday in 2021 with its inaugural Festival of Outback Opera and most ambitious and successful regional production to date: the 31-city, eight-week season of Are You Lonesome Tonight.
Aruga generated huge media buzz by capitalising on unmissable media opportunities, creating smart visual assets and leveraging noteworthy partners and talent to get opera in front of new audiences – 18 million people to be exact.
We came a-waltzing Matilda with Opera Queensland again in 2022 to shine a spotlight on its second annual Festival of Outback Opera and provide support for its regional tour of The Sopranos.
Over two years, we flew The Weekend Australian Magazine to Queensland’s outback, put Opera Queensland on the front pages in Townsville, enticed TODAY away from Canberra’s political epicentre to Longreach’s main street and sparked a love of music and song among new audiences.
Aruga commanded attention with strategic and targeted media activity, sold the dream with stunning video and image assets, profiled the exceptional talent on stage and off and showed selected journalists first-hand the majesty of opera in the outback.
The campaign results are worth singing about!
media clips (588% increase YOY)
advertising value equivalent (95% increase YOY)
audience reach (333% increase YOY)
national clips (2587% increase YOY)
local/state clips (286% increase YOY)
broadcast clips (684% increase YOY)
media clips
ASR
in audience reach
of coverage in top-tier media outlet
of coverage including more than two key messages
positive sentiment
media clips
ASR
audience reach
coverage in top-tier media outlets
of coverage including more than two key messages
positive sentiment
Coordinated journalist visits for Festival of Outback Opera including The Weekend Australian Magazine (2021).
Targeted editorial pitching to regional media and broader national storytelling for Opera Queensland.
Coordinated and managed a partnership with TODAY.
Developed media materials for 2021 and 2022 Festival of Outback Opera, Are You Lonesome Tonight and The Sopranos regional tour.