At The Celebrity Sauce Co., we pride ourselves on pairing brands with talent who can embody a campaign’s energy in a way that feels authentic, joyful and instantly attention-grabbing – and no one does that better than Gemma Collins.
Trainline approached us with a bold brief: they were launching SlayStation, a glam pop-up at London King’s Cross designed to get travellers looking and feeling fabulous ahead of a big night out. In this case, Beyonce’s Renaissance Tour. They needed someone who lived and breathed “slay”, who could bring glamour, fun and cultural relevance to both the broadcast push and the in-station event.
We secured, Gemma Collins, the undisputed queen of high-glam confidence, to front the entire campaign. Gemma took part in a broadcast day at Broadcast Revolutiom, speaking across print, online and broadcast outlets about Trainline’s research into the evolution of the night out – from the rise of the “big experience” to the importance of getting ready and how Gen Z are now using train journeys as glam time.
Armed with key insights – including that 75% of 18 – 34-year-olds see the pre-night-out journey as part of the evening, and that 70% of Brits perfect their look on the train – Gemma delivered compelling, relatable interviews that landed the messaging with humour and authenticity.
Two days later, Gemma arrived at King’s Cross Station to officially launch the SlayStation pop-up. With hair and make-up artists on hand, she hyped up travellers, posed for photos, filmed social content and brought her signature sparkle to the event – creating the exact moment of joy, buzz and cultural relevance Trainline wanted.
The campaign landed beautifully, with Gemma’s involvement helping position Trainline at the heart of the modern night-out experience – from booking the journey to owning the glow-up en route.
To book Gemma Collins for your upcoming campaign or event, please contact us at letstalk@celebritysauceco.com