Winning new opera fans in country music heartland

Opera Queensland


Major Events



Regional Queensland was on song when the Festival of Outback Opera returned for an encore year

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!

2022 Festival of Outback Opera Results


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)

2021 Festival of Outback Opera Results


media clips




in audience reach


of coverage in top-tier media outlet


of coverage including more than two key messages


positive sentiment

Are You Lonesome Tonight Results


media clips




audience reach


coverage in top-tier media outlets


of coverage including more than two key messages


positive sentiment


Media famils

Coordinated journalist visits for Festival of Outback Opera including The Weekend Australian Magazine (2021).

Media relations

Targeted editorial pitching to regional media and broader national storytelling for Opera Queensland.

Media partnerships

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.

Campaign Highlights

Securing a TODAY broadcast from Longreach – on Federal Election day – to showcase the 2022 Festival of Outback Opera to a national audience.
Securing amazing high-quality media coverage to promote and encourage attendance at the Are You Lonesome Tonight tour.
Securing The Weekend Australian Magazine to attend the 2021 Festival of Outback Opera.

Winning Tactics

Thumbs Up

We made the best use of Opera Queensland’s video and image assets to land coverage across major national media outlets.

Peace Sign

Our media famil program led to high-quality, legacy storytelling that showcased the Festival and Opera Queensland’s support for regional arts.


Brokering a TODAY weather cross in Longreach on opening day in 2022 put opera and our client on the nation’s radar and drew the attention of new audiences.