PR Campaigns

At Tyrrell Publicity & Promotions we curate creative and targeted public relations campaigns that cover all spectrums of media- both traditional and digital.

We work with our clients on anything from a strategic short-term campaign through to major and ongoing long-term campaigns. Our campaign work includes product launches, music events and festival, restaurant and hotel openings and event activations and a wealth of targeted promotional campaigns.

We truly share in the excitement of our client’s successes and love spreading the word of their exciting new projects we are working on.  Here is a selection of some of our most recent PR campaigns.

Victorian Regional Preview of ELVIS - Bendigo Regional Tourism 2022

Amidst the huge success of the Elvis: Direct from Graceland exhibition at Bendigo Art Gallery, Tyrrell Publicity & Promotions secured the exclusive Victorian Regional Preview of Baz Lurhmann’s big screen spectacle ELVIS for The City of Greater Bendigo.

Team Tyrrell worked closely with Warner Bros. to deliver this epic cinema experience to Bendigo. The VIP Red Carpet event was held a couple of days before the blockbuster film’s worldwide release to cinemas on June 24, 2022 and was a major coup for the town.

The Victorian Regional Preview of ELVIS in Bendigo was amongst four other Premieres around the world, including the 2022 Cannes Film Festival and an exclusive Premiere on the Gold Coast – where the Warner Bros. film was made.

Held at the Bendigo Cinemas, the showcase event hosted over 300 VIP guests and was a tremendous community celebration in what is now considered – Elvis’s spiritual home in Australia! 

The perfect photo opportunity was presented at the ELVIS media wall on the red carpet!
Elvis tribute band, The Burning Lovers showcased their talent as guests entered the cinema
A touch of Hollywood certainly came to Bendigo on this tremendous night!
Triple M Bendigo's Cogho & Kylie emceed the Premiere event

Melbourne's HOWL-O-WEEN Paw Parade 2022

In October 2022, Team Tyrrell had the privilege of curating a traditional and digital media strategy for Australia’s biggest (and cutest) doggie parade hosted by our client Port Melbourne Business Association – Melbourne’s HOWL-O-WEEN Paw Parade.

Across the intensive one-month campaign, Tyrrell Publicity & Promotions was able to secure two half-page Herald Sun articles (one in the lead up to the fundraiser event and another post-event article), multiple articles on online digital publications such as Concrete Playground and Time Out, two 3AW talkback interviews with event organiser Paul Littmann and an abundance of social media results from Melbourne-based ‘Dogfluencers’. 

Overall, $279,535.08 worth of public relations value was achieved for Port Melbourne Business Association and its successful Melbourne HOWL-O-WEEN Paw Parade that saw around 450 dogs participate and a total of $4000 raised for Guide Dogs Victoria.

Concrete Playground Article: CLICK HERE

Time Out Article: CLICK HERE

3AW Weekend Break with Grubby (8 minutes): LISTEN HERE

Page 15 Herald Sun Article – SEE BELOW

Prader-Willi Syndrome Association of Victoria 2022

In bid to increase awareness of Prader-Willi Syndrome, Team Tyrrell launched an intensive media campaign around International Prader-Willi Syndrome Awareness Month in May 2022 for our non-for-profit client – Prader Willi Syndrome Association of Victoria. 

Throughout the month, Team Tyrrell was able to secure multiple high level national media results leveraging off the PWSA Victoria’s Media Ambassador – former-AFL star and Carlton Premiership Player, David Rhys-Jones across a range of media platforms, including:

Herald Sun


CHANNEL 10 – Studio 10


CHANNEL 9 – Sunday Footy Show

TRIPLE M – The Rush Hour with JB & Billy



SEN – Captain’s Run with Sam Edmund


3AW – Nights with Denis Walter


These media hits resulted in just over $750,000 in media airtime achieved for PWSA Victoria throughout May 2022.

In addition to raising awareness of the rare condition, a total of $29,047 was raised for Prader-Willi Syndrome Association of Victoria’s annual #15for15 Challenge fundraiser that went towards building a state-wide care program for Australians living with PWS. 

VIVA BENDIGO Media Campaign - Bendigo Regional Tourism 2022

In celebration of the highly anticipated and acclaimed Elvis: Direct from Graceland exhibition that arrived at Bendigo Art Gallery in March 2022, Team Tyrrell worked collaboratively with The City of Bendigo to leverage major media exposure for the city’s Viva Bendigo Campaign.

Prior to the exhibition’s launch, Tyrrell Publicity & Promotions secured a ‘take-over day’ giveaway campaign on Melbourne’s Gold 104.3 in February 2022 to help raise awareness and create excitement about the forthcoming Elvis: Direct from Graceland exhibition.

For this promotion, Gold 104.3 promised to deliver $6,593 worth of media value over the full day of promotion – including seven live on-air credits. However, the popular metro radio station actually delivered 54 FULL LIVE CREDITS across three days equaling $45,561 worth of media value. 

Amongst executing many other Melbourne radio promotions, Team Tyrrell organised a three-day exclusive high level group of media to visit the region for our key regional client. 

The ‘VIVA BENDIGO’ tour showcased a selection of 20-plus Elvis-inspired activations and experiences across the Bendigo region as well as some of Bendigo’s newest and brightest wineries and restaurants that have earned the region a City of Gastronomy accolade.

Through this intensive experience, the five media participants were able to create feature stories in publications such as:

The Saturday Age

New Zealand Herald

Sunday Herald Sun & The Sunday Telegraph


Explore Travel

ABC Radio

Overall, a massive $1,468,631.88 worth of free media airtime was achieved for The City of Bendigo and its hugely successful Viva Bendigo Campaign.

Prader-Willi Syndrome Association of Victoria 2021

For International Prader-Willi Syndrome Awareness Month in May 2021, Team Tyrrell were able to secure ex-AFL hard-man and Prader-Willi Syndrome Association of Victoria ambassador David Rhys-Jones an interview on #1 AFL talk show, The Front Bar. 

The interview brought great awareness to the Victorian foundation and in turn helped raise $30,446 in funds for their annual #15for15 Challenge fundraiser that went towards building a state-wide care program for those living with PWS. 

Team Tyrrell were also able to secure a multitude of high prior media interviews for our not-for-product client including SEN, 3AW and Sunday Herald Sun.

In addition to The Front Bar, Team Tyrrell were able to secure Melbourne Star Observation Wheel, AAMI Park and Melbourne Arts Centre Spire to ‘Light Up In Orange’ in support for those living with Prader-Willi Syndrome (Orange is the PWS Awareness colour).

Advertising value The Front Bar interview $45,000.00

Mega Media Familiarisation Tour - Bendigo Regional Tourism 2021

In April 2021, Team Tyrrell organised a mega media famil that generated over $1 million worth of PR value for our key client Bendigo Regional Tourism, in celebration of their newly released Gastronomy Guide. 

The extensive three-day, two-night famil covered 26 locations and operators over the Bendigo Region, allowing the media to obtain an abundance of information for multiple feature stories that were published in:

Sydney Morning Herald & The Saturday Age


Escape – Sunday Herald Sun


Vacations & Travel Magazine (4-page spread)





The New Daily





Nine Radio National Network


The Weekend Australian


Overall, a total of $381,512.22 worth of advertising was generated through the mega media famil – equating to $1,144,536.66 worth of public relations value. An above amazing result for our key tourism client, Bendigo Regional Tourism!

Explore Travel Magazine - Bendigo Regional Tourism 2021

With the launch of the exclusive Mary Quant: Fashion Revolutionary exhibition at the Bendigo Art Gallery in March 2021 and the release of Bendigo’s Gastronomy Guide in April 2021, Bendigo Regional Tourism had a lot of exciting things on their plate. Team Tyrrell mounted a PR campaign to spread the word about all the interesting things going on in Bendigo through securing a three-page spread in Explore Travel Magazine (digital version also available) which was distributed across 14 newspapers across NSW and ACT, including The Canberra Times.

Advertising value for client $40,000.00

Explore Travel Magazine ‘Ballarat and Bendigo Swing into the 60’s’ Article Link:

The Smoked Egg Company 2020

Team Tyrrell’s most flavoursome client – The Smoked Egg Company – came on board in April 2020.
Since then, Tyrrell PR has helped take The Smoked Egg Company from strength to strength introducing the Australian public to a new revolutionary egg!

 Creating an intensive PR campaign tailoring pitches and organising media drops to Melbourne’s leading newspapers and Australia’s national news publications, Tyrrell PR has been able to establish The Smoked Egg Company as an innovative and leading food product within Australia . 

The Herald Sun – Melbourne’s leading newspaper – was so impressed with the smoked egg product that they featured them as part of a full page weekend edition and across 10 online national newspapers  highlighting Australian innovative products and producers operating during the pandemic. 

In addition to this The Smoked Egg Company founder Julie Kos was also interviewed within ABC’s Landline program discussing the benefits the Smoked Eggs provide for Australian supermarkets in times of food shortages.

Advertising value for client $100,000.00

Landline Episode:

3AW Radio Promotion - Marnong Estate 2019

Team Tyrrell worked on the pre-opening media campaign and continues to work closely with Victoria’s newest four-star resort – Marnong Estate.  As part their all-encompassing Marketing strategy – many major Melbourne radio stations partnerships and sponsorships have been forged for the award-wining resort. In fact, one of these was a major week-long promotion on Melbourne’s Number 1 rating radio station – 3AW’s and sponsorship of its popular Rumour File segment.

Valued at $3,500.00 a week

Channel 10 MasterChef - Ryne Restaurant 2019

One of our favourites (and most delicious) clients – Ryne Restaurant – in Melbourne’s inner north….and we work closely with owner Donovan Cooke and his team on all aspects of their media and PR activity. In fact, Team Tyrrell were successful in getting Donovan – to appear as one of the leading guest chefs on MasterChef 2019 – as part of Legends Week. Donovan appeared on Australia’s top-rating Food reality show twice in the 2019 season.

Advertising Value: $100,000

Qantas Inflight Magazine - Balgownie Estate Bendigo 2018

Team Tyrrell pitched a creative media concept – centred around the launch of our client- Balgownie Estate – Bendigo’s new Glamping Tents – to our contacts at Qantas Inflight Magazine.  They were so impressed with the Glamping experience and their time in Regional Victoria — that the feature article was extended to a full-page feature on Bendigo.

Advertising value for client $37,956.00

Qantas Inflight Magazine - Fitzroy Street Business Association 2018

Our long-term client – Fitzroy Street, St Kilda – is one of Melbourne’s food meccas. With leading hatted restaurants and funky new café’s and bars popping up – we put forward a Degustation Media Itinerary – taking in all the sights, sounds….and delights of the famous bayside strip – which resulted in a full page story in Qantas Inflight Magazine.

Advertising value of $35,000.00

Herald Sun (Print) - Melbourne Day 2018

Melbourne Day is the day when Australia’s southern capital celebrates its birthday and for many years – Tyrrell Publicity & Promotions has been the official PR partner of the month-long celebrations. Working closely with sponsors such as City of Melbourne and 13cabs – we achieved major print coverage in the Herald Sun for Melbourne Day’s Junior Lord Mayor campaign.

Estimated advertising value of $13,800.00

The Age (Print) - Fitzroy Street Business Association (Midsumma Pride March) 2018

Team Tyrrell has proudly worked side by side with our friends and colleagues in Fitzroy Street, St Kilda on the media and PR Campaign for Victoria’s annual Midsumma Pride March since 2014 – achieving major TV network news and leading newspaper coverage – year in year out.

Estimated advertising value of $33,000.00

Sunrise Channel 7 (TV) - AQWA 2017

We worked closely with all major Breakfast Show production teams on creative ways to highlight our tourism clients – as part of their national weather crosses.

In 2017 our client – AQWA – The Aquarium of Western Australia – featured as the venue for a full show’s weather crosses on the top rating Channel 7 Breakfast show – with crosses from the aquarium’s under water tunnel, crosses featuring AQWA’s famous mermaids – to name a few creative segments

Estimated advertising value of $200,000.00

Australian Woman's Day Magazine - Lombards 2016 Olympics Partnership

Tyrrell Publicity & Promotions partnered with Lombard the Paper People on its sponsorship of the Australian Team for the 2016 Olympics.

Lombard’s is a family-owned company specialising in hospitality packaging products, party supplies and exclusive display merchandising.

We worked with all forms of major Australian media – including major business press and lifestyle media – to promote the exclusive merchandising partnership with the Australian Olympic Team.

And achieved some huge media results over the course of the two week of the Olympics in Australia’s major metropolitan newspapers including the Sydney Daily Telegraph and Melbourne’s Herald Sun.  Our favourite media result was the full-page colour feature story on the Lombard Family that featured in the 2016 Olympics edition of the Australian Woman’s Day.

Advertising value of $320,000.00

The Australian Traveller - St Kilda Tourism December 2016

Much of our work is pitching the colourful aspects of tourism destinations to Editors and writers of Travel magazines.  Working closely with our key tourism clients and this time St Kilda Tourism – we curated a fun, colourful and enticing media itinerary – focussing on what was new and happening in the bayside suburb.

Estimated advertising value of $18,000.00

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