Tourism and Events Queensland
Ugly Xmas Rashie
Since its launch in 2015, the Ugly Xmas Rashie (UXR) has inspired the nation, adorned by beach gods (ahem, Thor aka Chris Hemsworth) and mere mortals alike.
In our fourth year of partnership with UXR, 2020 saw Aruga engaged to keep coverage of UXR’s charity partnership with Surf Life Saving Foundation (SLSF) between the flags and promote beach safety across earned and owned channels.
Engaging Australia’s hottest influencers, including The Inspired Unemployed and Christian Hull, we directed 6,000 link clicks to the UXR website which saw sales soar by 59% year-on-year, with 147% increase in funds raised for charity.
sales increase YOY
increase in charity donation
advertising equivalent PR value
social media engagements
link clicks to website
Splashing the rashie across some of Australia’s most prolific media personalities through an extensive influencer management campaign.
Creation of organic social content that drove awareness and sales of the Ugly Xmas Rashie with its devoted audience.
Developing an extensive national media campaign that encompassed TV, print and online outlets to announce the new rashie designs and launch the season with a bang.