Last year, New Holland and its advertising agency Colle+McVoy set out to position New Holland as the tractor brand of the future, touting its innovative products in a national campaign titled “Amazing Machines.” The campaign focuses on New Holland’s cutting-edge technologies and superior equipment design, with advertisements featuring stark backgrounds that emphasize bold images and headlines. The campaign has helped define the New Holland brand, and has received acclaim from advertising experts across the board.
“Consumers see many ads, and getting them to stop and take notice is critical to the success of any ad campaign,” says Dawn Fox, New Holland Communications Manager. “The bold headlines and photos in the New Holland national ad campaign command attention. They don’t look like all the other equipment ads.”
At the 2008 National Agri-Marketing Association (NAMA) convention, the country’s top agricultural advertising and public relations professionals met to learn about and recognize the best of the best in agricultural communications. At the convention, a seminar titled “What makes great advertising” featured the New Holland campaign – an appropriate choice considering New Holland walked away with the Best of NAMA award, the highest honor in agricultural communications, for the second time in three years.
In addition to the Best of NAMA award, New Holland and Colle+McVoy also took home four national first-place awards and three national merit awards for print, video and online advertising. No other farm equipment company came close in the number of awards, suggesting that New Holland may truly be the tractor brand of the future.
