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Jetstar Little Athletics Australia – Little Jetstars

TLA helped to create the Little Jetstars, Big Heroes program which gave Little Athletics Australia participants around the country the chance to win exclusive training sessions with athletes from a range of sports.

Date

03 Oct 2016

Categories

TLA helped to create the Little Jetstars, Big Heroes program which gave Little Athletics Australia participants around the country the chance to win exclusive training sessions with athletes from a range of sports.

Into its third year the Little Athletics Australia (LAA) partnership was reviewed with a key focus on further amplification of the Little Jetstars initiative, and the aim of driving greater awareness within and also outside of the LAA community.

The activity concentrated around fresh ideas coupled with the key amplification pillars of PR and Content & Social which further enhanced Jetstar’s sponsorship.

The competition lived on the Jetstar Australia Facebook page and enabled entrants to tell us how Little Athletics will help them become a Big Hero when they are older. The competition garnered 678 entries from Little Athletics participants all across Australia, with five winners selected.

A group of star athletes who went through the LAA system before forming careers in their chosen sports were engaged as talent: John Steffensen (Athletics), Kimberlee Green (Netball), Jason Johannisen (AFL), Tex Walker (AFL) and Corey Parker (Rugby League). Integrating talent into the Little Jetstars program not only increased the appeal for LAA participants but generated high media interest and exposure of the Jetstar brand across the country.

Fun and shareable content was produced for the announcements of Big Heroes and captured at the Big Hero Experiences. This content reached almost 2.7 million people across Jetstar, Little Athletics Australia and Big Hero channels.

337 hits of media coverage were achieved across print, TV, radio, online and social media platforms, achieving over $7.25 million of PR Value across the campaign.