The advertising budget was virtually nothing, so the idea was designed to maximise media interest. PR would be key to cutting through the Christmas media clutter. The CD was launched at a Doggy Disco with local celebrities and the media. This became the catalyst for extensive media coverage on all major TV channels and radio stations. A TVC, radio spot and print ad were created with the hope that media owners would get on board. They didn’t disappoint with over $600,000 worth of free media space, as well as significant exposure on television with A Very Silent Night music video.

With the recording company, retailer, media and New Zealand public all getting behind such an engaging idea the results have been beyond expectation. All production costs were donated free of charge with total free advertising media from TV, radio and Print reaching over $400,000. The week of the launch the CD entered the charts at number 6, then by Christmas day A Very Silent Night was the number 1 selling single in New Zealand. It is the single most successful fund-raising venture for the New Zealand SPCA, and with extensive worldwide press the idea is being taken globally.