When Australia’s largest media company wanted to launch a new newspaper they turned to their proven solutions partner in Staffing. mX is a long running success story with Melbournians, now it was Sydney’s turn.

Our smart approach, excellent staff, logistics management and customer focus meant the launch went off without a hitch!

Now, with a daily team of over 70 enthusiastic distribution staff in the field, almost half a million commuters in Sydney and Melbourne get their daily “Pick Me Up” each week!

the challenge

Aimed at the media savvy 18-35 year age bracket, with a fun, fresh and irreverent approach, mX satisfies the information hunger for city commuters after a long day at work. After 6 years of success in Melbourne, in July 2005 News Ltd decided it was Sydney’s turn.

Deviating from the static display and distribution model utilised in the southern city, the mX launch strategy dictated that a fully trained and professional squad of enthusiastic promotional staff was needed to best communicate the exciting and stimulating brand to the new market.

Staffing, an experienced generalist staffing provider with national capabilities, was chosen to take over the distribution. Having successfully managed the Melbourne campaign, Staffing was the natural choice!

staffing's solution

Staffing was integral in strategic planning and coordination, as well as the recruitment and training of staff throughout the 4 week launch.

Over a period of 2 months prior to the launch, a large number of candidates were interviewed and assessed according to the client’s stringent criteria. Staffing hired a talented pool of over 90 consultants, trained them in aspects of promotional marketing, OH & S requirements as well as providing thorough instruction on this exciting campaign.

The launch of Sydney’s newest newspaper was a huge success, with distribution increasing daily by 30% in the first week alone.

18 months later, Staffing continues to work closely with the client on the ongoing distribution of this daily paper. The team promoting the paper  continues to expand, with new city street distribution points opening and distribution numbers climbing continually. Staffing also provided the client with detailed daily feedback reports on the campaign and developed staff performance evaluation systems to continually improve results.

With Staffing, mX is now an instantly recognisable part of Sydney.