As Bird’s Basement’s strategic publicity partner, Little Train Creative delivered ongoing media relations, artist publicity, influencer engagement and venue promotion campaigns across a nine-month partnership.
The campaign generated:
• 997 media mentions
• 95 million audience reach
• A$1.3 million+ publicity value generated
• 160 social media mentions
• 89.5 million potential editorial reach
• 98 average sentiment score
• Increased the venue’s Facebook recommendation rating to 90%
• Increased Bird’s Basement’s Google rating to 4.5 stars through a targeted influencer and social media campaign
Our work supported Bird’s Basement’s milestone 10th Anniversary celebrations, promoted internationally acclaimed artists including Dami Im, Isaiah Collier and Julius Rodriguez, secured coverage across print, digital, radio and broadcast media, and delivered influencer partnerships that introduced new audiences to Melbourne’s premier live music venue.
Beyond media coverage, our strategy focused on audience engagement, influencer advocacy and reputation building. By combining strategic media relations, artist storytelling and audience development initiatives, Little Train Creative helped strengthen Bird’s Basement’s reputation as one of Australia’s leading destinations for live music, jazz and cultural experiences while delivering measurable improvements in audience awareness, engagement and online reputation.
CASE STUDY 1
Strategic PR, Media Relations, Event Publicity, Entertainment Marketing
The Challenge
Bird’s Basement is one of Australia’s premier live music venues, presenting internationally acclaimed jazz artists and emerging talent from around the world. With a year-round performance calendar and a highly competitive entertainment landscape, the venue required ongoing publicity support to raise awareness, promote performances and maintain its position as a leading destination for live music in Melbourne.
Our Approach
Little Train Creative worked as an extension of the Bird’s Basement team, delivering strategic publicity campaigns across print, digital, broadcast and social media channels. We identified compelling artist stories, secured interviews and reviews, developed media opportunities and connected the venue with influential voices across the arts and entertainment sector.
Our team combined venue publicity with artist-led storytelling to ensure both the performers and the Bird’s Basement brand received meaningful exposure throughout the campaign period.
The Outcome
• Secured coverage across print, digital, broadcast and social media platforms
• Generated publicity opportunities for local and international artists
• Increased awareness of performances and venue programming
• Supported audience growth through strategic media engagement
• Strengthened Bird’s Basement’s position as one of Australia’s leading live music venues
CASE STUDY 2
Influencer Marketing, Audience Development, Social Media Strategy
The Challenge
As audience discovery increasingly shifts online, Bird’s Basement sought new ways to connect with potential patrons and broaden awareness of the venue experience beyond traditional media channels.
The venue wanted to reach culturally engaged audiences through authentic recommendations and trusted social media voices while maintaining its premium brand positioning.
Our Approach
Little Train Creative developed and managed an influencer engagement program designed to introduce new audiences to the Bird’s Basement experience.
We identified suitable content creators, coordinated venue visits and facilitated opportunities for creators to share their experiences with highly engaged local audiences. The program complemented traditional publicity activity and created additional pathways for audience discovery.
The Outcome
• Increased awareness among new audience segments
• Generated authentic social media content and recommendations
• Expanded online conversation around the venue experience
• Supported audience engagement through trusted third-party advocates
• Enhanced the venue’s digital visibility and social presence
By integrating influencer engagement into the broader communications strategy, Bird’s Basement was able to connect with audiences where they increasingly discover live entertainment experiences.
CASE STUDY 3
International Artist Publicity Campaigns,Artist Publicity, Media Relations, Entertainment PR
The Challenge
Bird’s Basement regularly hosts world-class international artists performing limited Australian engagements. These short touring windows require targeted publicity campaigns capable of generating awareness quickly and securing meaningful media coverage ahead of performance dates.
Our Approach
Little Train Creative developed tailored publicity campaigns for a range of local and international artists appearing at Bird’s Basement.
We identified unique story angles, secured interview opportunities and coordinated media outreach across arts, entertainment, lifestyle and broadcast outlets. Each campaign was customised to suit the artist’s profile, touring schedule and audience.
Working closely with venue management and artist representatives, we ensured publicity activity aligned with ticketing objectives and performance schedules.
The Outcome
• Secured artist interviews across radio, digital and print media
• Generated feature coverage in arts and entertainment publications
• Increased awareness ahead of performance dates
• Supported ticket sales through targeted publicity activity
• Enhanced audience engagement through strategic storytelling
These campaigns helped Bird’s Basement maximise the impact of its artist programming while reinforcing its reputation as one of Australia’s premier destinations for live music and jazz performance.
Testimonial
“Bronnie and the Little Train team have been a fantastic PR partner for Bird’s Basement. They consistently identify meaningful publicity opportunities and secure quality coverage across media, broadcast, digital platforms and social media programs. Their understanding of the arts and entertainment industry, strong relationships and proactive approach make them a pleasure to work with.
They operate as a genuine extension of our team, helping to raise the profile of both our venue and the artists we present. We greatly value their support and highly recommend their services.”
