THE BRIEF

Progressive PR was engaged by the Museum of Play and Art (MoPA) to support the launch of its new Nunawading location, leveraging a strategic combination of influencer partnerships and targeted traditional media outreach. The original strategy focused on a launch event for family influencers and media. With construction timelines extending, this approach was no longer feasible, requiring a rapid pivot to maintain launch momentum.

OUR RESPONSE

We curated a targeted list of leading Melbourne-based family influencers, providing them with vouchers to experience MoPA Nunawading at their convenience and share authentic content following the venue’s opening. This approach generated sustained, organic influencer coverage over time, rather than a single peak. In parallel, we developed and distributed a media release to complement the influencer activity and extend reach across traditional channels.

RESULTS

The campaign secured coverage across major broadcast outlets, including Channel 10’s Must Do Melbourne, 7 News’ Our Pick Vic, The Today Show and Sunrise weather crosses, alongside online features on Beat, TOT Hot or Not, Mamma Knows East, and Small Ideas.

Staggered influencer content maintained momentum, kept conversations alive among Melbourne families, and positioned MoPA Nunawading as a must-visit destination.

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