Full-service marketing agency
New Holland Agriculture

Supporting the brand and driving awareness through the agricultural media

Brief

New Holland Agriculture is one of the ‘big 5’ machinery manufacturers, with a strong British heritage and loyal customer following.

Hornbeam was appointed to maintain and grow the brand’s reputation, increase its brand awareness, and promote its products, services and dealer network in UK and Irish agricultural media. Public relations activities included support for product launches, demonstration tours, events and charitable activities.

Challenge

Using our excellent understanding of, and relationship with, the agricultural media, we ensured that journalists and editors received editorial content that was relevant, delivered on time, and written for the sector press, to deliver results quickly.

Campaigns were fast and furious and we worked to ensure each story received cut through. Press briefings, press releases, editorial content and case studies all formed part of the campaign activity.

In 2017 we kicked-off with New Holland’s campaign to celebrate 100 years of blue tractor production and supported the release of new baling products at LAMMA show in January. Subsequently, we've helped launch new additions to New Holland’s combine ranges, promoted product tours around the UK, and supported the expansion of New Holland's dealer network.

Results

We’ve achieved coverage in national, regional and specialist titles for New Holland, with a good mix of news and in-depth content.

The dealer network has benefitted from the promotion and championing of their results with the New Holland brand.

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