Impact Ag Australia
Following the successful outcomes of the 2023 media and thought leadership campaign, Impact Ag Australia expanded its partnership with Regional PR & Co to manage a comprehensive brand strategy and deliver two new websites in 2024. This included the creation of detailed and sensitive content, which required the expertise of our in-house specialist team. The aim was to reflect the company’s innovative approach to agricultural investment, enhance its public-facing presence, and align its messaging with its long-term growth objectives.
Hello Yellow, The Canola Trail
Launched in 2017, The Canola Trail has steadily grown in popularity, drawing more visitors to the Riverina each year. By 2023, however, it became clear that the initiative needed a more focused approach to fully realise its potential. Key attractions like Coolamon Cheese, Temora Aviation Museum, and Junee Licorice Factory teamed up with the Temora, Coolamon, and Junee Shire Councils to launch the Hello Yellow campaign.
With resource limitations and lower local awareness among businesses and residents, the campaign’s reach was not as impactful as it could be. These insights highlighted an opportunity to refine the Hello Yellow initiative, creating clearer messaging and stronger community engagement to showcase the Canola Trail as an inspiring and must-visit destination.
RPR&Co. was initially engaged to amplify the Hello Yellow campaign ahead of the canola flowering season. However, in our first meeting, it was apparent that the existing website and channels blurred the distinction between Hello Yellow and the Canola Trail. Both initiatives were being promoted through the same platform, which we identified as a significant barrier to clarity and engagement.
To address this, we recommended stepping back from a PR-first approach and instead proposed a comprehensive brand and website audit. This allowed us to uncover key challenges around brand clarity, messaging, and user experience. By laying this groundwork, we ensured that all messaging, branding, and digital assets were aligned and compelling, setting the stage for a far more targeted and impactful PR campaign.
