HC has been a trusted partner to Davey Water Products for many years, supporting them with content, campaigns and seasonal communications for their wide range of water solutions. Among Davey’s most well-known products is the Davey Firefighter pump, which is a staple across farms and regional properties and also a key tool in bushfire preparedness.
As we head into summer and fire authorities warn of increased seasonal risk, it was the right time to elevate awareness of the Firefighter range and ensure the message reached the people who rely on it most: rural and agricultural communities.
That’s where paid media became a strategic awareness tool, and not just an advertising exercise.
These audiences rely on ag newspapers or their local paper or news site for their daily news hit. So, to effectively promote bushfire readiness messaging and the Firefighter, Davey needed to appear in the publications farmers already read, trust and reference.
We know the agri sector and we know it well, so Australian Community Media (ACM)’s national agricultural network, including The Land, Queensland Country Life and Stock & Land, was a clear go-to for this campaign.
The strategy: one strong message, amplified nationally
To maximise reach, we secured a targeted paid media package across ACM’s six agri mastheads. This included:
- A feature editorial on bushfire readiness
- Print advertising
- Digital display advertising
- In-app mobile placements
The campaign kicked off with a special feature in print with a single, clear, practical article focused on:
- Preparing early for summer
- The importance of reliable equipment
- Key features of the Davey Firefighter pump
This widespread approach ensures the advertising works harder, using the same core messaging and complementary design assets for maximum effect.
The outcome: national reach, delivered smartly
The campaign placed Davey’s Firefighter messaging directly in front of farmers, growers and regional property owners as bushfire preparation increased across the country.
Paid media is powerful when it’s strategic. At HC, we help clients deliver the right message, through the right channel at the right moment, and can turn a paid media campaign into meaningful awareness.
If you’d like a tailored media strategy that reaches the audiences who matter most, get in touch.