THE STRATEGY

Working in close partnership with The Star Gold Coast team, BPR led an integrated PR, talent and event strategy designed to translate Magic Millions cultural cachet into earned media moments, premium content capture and cross-channel social amplification.

The approach centred on two complementary on-property events. Dinner Under the Stars was crafted as an intimate, high-touch evening for VIP members, partners and stakeholders — anchored by a curated panel and emcee moment that elevated the conversation and reinforced The Star’s premium positioning. Women With Horsepower was built as the cultural centrepiece: a content-led, talent-rich luncheon designed to unite influential voices across sport, media and entertainment, generate media-worthy moments, and drive significant organic reach across creator and journalist channels.

Across both events, BPR took ownership of talent identification, contracting and end-to-end management; shaped the creative and guest experience direction; and supported media outcomes through tier-one famils, on-the-ground arrivals coordination and post-event content capture. A bespoke creative layer — including live music from Amy Sheppard and a live illustration moment from The Emily Edit — was woven through Women With Horsepower to give guests a memorable, share-worthy interactive moment that translated directly into organic social content.

THE RESULTS

The integrated approach delivered standout earned media outcomes, premium organic content and meaningful brand amplification for The Star Gold Coast across the Magic Millions period. Through the engagement of high-profile talent — including Australian journalist and presenter Emma Freedman, former Olympian Ariarne Titmus, actress Tessa James, Lincoln Lewis and former NRL legend Ben Ikin — alongside a carefully curated guest list of media, KOLs and influencers, BPR delivered:

Women With Horsepower

• 2.2M+ estimated organic reach achieved through KOL and influencer content tagging @thestargoldcoast

• 2.08M+ earned media reach across three published content pieces in the Gold Coast Bulletin (print + online) and News.com.au (plus 11 syndications)

• Tier-one print coverage secured in The Advertiser and Herald Sun (combined readership 797,000)

• Three key talent engaged and managed end-to-end (Emma Freedman, Ariarne Titmus, Tessa James), with the panel widely cited by guests as the strongest WWHP luncheon in years

• Four talent famils organised and managed end-to-end, including contracts, briefs and on-the-day support

• Two creative suppliers engaged for value-add entertainment moments (Amy Sheppard live performance, The Emily Edit live illustration)

• One end-to-end tier-one media famil delivered with a national publication journalist

• Strong post-event social share of voice across creators including @ariarnetitmus_, @annaheinrich1, @emma_freedman, @tessacharis and @britselwood_

Dinner Under the Stars

• 145,000+ potential organic reach achieved through Lincoln Lewis content promoting DUTS and TSGC, posted pre- and post-event

• Two key talent engaged and managed for emcee and panellist opportunities (Lincoln Lewis, Ben Ikin)

• One talent famil organised and managed with emcee Lincoln Lewis

• Panel programming widely praised by guests, with the talent line-up cited as a highlight by media, members and corporate stakeholders alike

Anecdotal feedback from both events was overwhelmingly positive, with guests, talent and key stakeholders highlighting the calibre of the experience, the strength of the talent line-up, and the seamless execution across the partnership. The work successfully reinforced The Star Gold Coast’s position as a leading Magic Millions destination and delivered measurable cultural, media and social impact through one of the most competitive moments on the Gold Coast’s event calendar.