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Tamworth Rural Rebranding Campaign

Tamworth Co-Operative Ltd was an icon of rural business which had been serving the community of Tamworth NSW since 1941. When the Board decided to convert the co-operative into a company structure and rebrand the business, they approached Advanti Advertising to handle both the campaign to convince members of the co-op to vote for the proposal, and the rebranding of the entire business subsequent to the vote.

Given the long history of the co-op, our brief was that all communications with members had to be handled with sensitivity and understanding and had to communicate the facts of why it was a good idea to change. Advanti controlled all aspects of the overall strategy, media planning, advertising, printing, public relations, marketing and speechwriting. The campaign to co-op members resulted in 97% of votes supporting the change to a company structure.

Following the client’s brief to come up with a new brand and advertising theme that reflected the organisation’s history, highlighted the tough, self-sufficient nature of our farmers and graziers and positioned the group as a rural icon, Advanti created the name and logo Tamworth Rural, developed a positioning statement for the company (When you need a hand”) and produced annual reports, stationery, brochures, a jingle, radio commercials, press advertising, billboards, signage, newsletters and other marketing collateral, all featuring the “When You Need A Hand” campaign theme. This campaign is still running successfully more than two years later.

“While I appreciate the excellent level of customer service Advanti provides, what is of greatest benefit to Tamworth Rural is their strong knowledge of our business, their understanding of the way our various customer and stakeholder groups think, and the strategic insight they consistently provide,” says General Manager John Willcox. “Having worked overseas for major international business consulting firms myself, I have very high standards, and the thinking that Advanti provides is absolutely top-notch.”

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