Little Train Creative returned as the public relations partner for Melbourne City Mission’s flagship fundraising event, Sleep at the ‘G, helping raise awareness of youth homelessness and drive participation in one of Victoria’s most recognised community fundraising initiatives.
Working across media relations, ambassador engagement, talent management, content creation and event publicity, our campaign delivered:
• 98.3 million audience reach
• A$1.3 million+ publicity value generated
• Increased media coverage year-on-year
• Coverage secured across Channel 9, Channel 7, The Age, Herald Sun, Gold FM, KIIS FM, Smooth FM, Triple M and major online publications
• Successful Ambassador program driving social media engagement and audience awareness
• Media launch and on-site media management at the MCG
• Secured and negotiated talent partnerships including BABBA, John Wayne Parsons and Gaz Kempster
• Created new relationships with high-profile ambassadors and media personalities
• Delivered an additional A$50,900 in value to Melbourne City Mission through donated services, talent negotiations, fundraising initiatives and discounted support
By combining strategic publicity, ambassador engagement and compelling storytelling, Little Train Creative helped elevate the profile of Sleep at the ‘G, increase awareness of youth homelessness and generate significant media coverage across television, radio, print, digital and social media channels.