jw foundation

marketing | pr & media relations | partnerships | social media management | event management

marketing

pr & media relations

partnerships

social media management

event management

Papermill was engaged by the JW Foundation to lead the full marketing campaign for its inaugural Starry Night event at the NGV on September 13 2025. Through a powerful integrated strategy spanning events, PR, content, partnerships, influencer engagement, email and social media, Papermill delivered a seamless and compelling brand experience that achieved exceptional reach, engagement and profile growth for Jonathan Webber and the JW Foundation, firmly establishing Starry Night as one of Melbourne’s premier charity events.

What we did

• Marketing & PR Strategy and ongoing strategic counsel

• Influencer engagement and management

• Social media management including paid ad spend

• PR & Media engagement

• Event management & execution

• Sponsorship & ambassador management

What we achieved

• From event ideation to supplier management, all the way to bump-in, Papermill managed the Starry Night Gala end-to-end for over 400 guests.

• Secured and managed event sponsors and partners –including the Ritz-Carlton, Mercedes Benz and Vogue Australia.

• Engaged well-known Melbourne personality, Tess Shanahan as the event ambassador, rolling out content in the lead up to the event and hosting Jonathan Webber on her podcast.

• Secured the attendance of Melbourne’s elite –Nadia Bartel, Bec and Chris Judd, Jessie and Marc Murphy, Effie Kats and many more. Over 50 influencers attended the event, resulting in hundreds of social media posts during and following the event.

• Secured over 20 tier one journalists to attend the event, with many covering the event in the following days.