Clublinks, Public Relations

Clublinks, a leading leisure and fitness management consultancy, tasked littleBIG with promoting the launch of the new Northcote Aquatic and Recreation Centre (NARC) in 2023. The Public Relations strategy aimed to build community awareness and excitement during the 5-month lead-up to the opening. It also sought to launch the centre to the community on Open Day and engage Influential Advocates (influencers) to amplify the message.

littleBIG created the Big Warm-Up campaign to emphasise that NARC was in warm-up mode and show how the local community could get involved. The campaign included free healthy breakfasts at local train stations, branded as the Breakfast of Champions, and organised local takeovers where sporting clubs and community groups previewed NARC. It also featured Making a Splash, a colourful parade at a community party with Olympian Mack Horton, to bring vibrancy and excitement to the launch.

These activations tied directly to membership sign-up drives, so they ensured tangible outcomes from the community engagement. littleBIG amplified the campaign with proactive media relations and an influencer campaign, which leveraged high-profile locals and celebrities to tell NARC’s story in an engaging way.

Media relations secured 21.6M opportunities to see because the team achieved 40 high-quality pieces of coverage. Outlets such as Sunrise, 10 News, ABC Radio Melbourne, Herald Sun, Broadsheet, Joy 94.9 Radio, and Architecture and Design all featured the story. Additionally, three influencer partnerships boosted media coverage and drove significant social media exposure and engagement.

The campaign exceeded pre- and post-opening membership sales targets because it resonated strongly with the community. Local sentiment for NARC remained overwhelmingly positive, so it cemented its position as a valued community hub.