FIELDAYS
Brand Repositioning
Design Evolution
Campaign Development
Media strategy
Working with the New Zealand National Fieldays Society since inception is a privilege that has presented many opportunities to support the growth of the biggest agricultural trade show in the Southern Hemisphere. The challenges of border and gathering restrictions were felt acutely at the Southern Hemisphere’s largest agribusiness event.
2023, Fieldays’ 55th year, was an opportunity to reset, look ahead and begin a new chapter, for the event at which new ideas, new connections, new businesses and new careers start their journeys in the backbone of our NZ economy.
GOAL
Re-ignite the position of the event as the home of agribusiness innovation, collaboration and globalisation.
Support the exhibiting customer with a strong, stand out campaign that drove awareness and interest in the event.
Set the stage for a long term positioning of the Fieldays brand and event.
STRATEGY
Having 55 years of stories, moments, ventures, innovations, awards, visitors and exhibitors to draw from, the depth of ‘things that have started’ on the Fieldays event platform was vast. From this came the campaign platform…It all starts here…at Fieldays.
The campaign is led by static placements in outdoor, print and digital, so creating a visual representation of this platform as the base to celebrate the many things that start here at Fieldays brought to life the strong visual assets of the brand and event. Each moment aligned with our key themes: education, globalisation, innovation, connection and sustainability.
