ACM Media

Queensland Country Life, a leading voice in regional Australia, faced a challenge familiar to many legacy publications: declining subscriptions in an evolving digital landscape. Partnering with ACM, Australia's largest independent publisher, we set out to redefine the brand's positioning and marketing approach.

Our mission was clear – to create a powerful, audience-driven strategy that would not only retain existing readers but also attract new subscribers by reinforcing the publication's essential role in their daily lives. Through in-depth research into Queensland's regional audience, we uncovered a core truth – rural and agricultural communities thrive on staying ahead of industry changes.

This insight led to the creation of the brand positioning 'Own Tomorrow' – a call to action empowering readers to make informed decisions and secure a successful future. The strategy focused on long-term engagement, ensuring the campaign messaging spoke to both immediate subscriptions and lasting brand loyalty.

The campaign was designed in two strategic phases over six months. The first phase built brand awareness, reinforcing Queensland Country Life's role as an indispensable resource for industry insights. The second phase introduced a direct call to action: "Subscribe today. Own Tomorrow," driving acquisition through a multi-channel rollout across television, social media, print, and digital. Leveraging the brand's bold red as a visual anchor, we crafted striking creative that cut through the noise, combining compelling visuals with messaging tailored to regional audiences.

The results spoke for themselves. Subscription numbers saw a significant uplift, while campaign engagement across all channels exceeded expectations. Market feedback confirmed that the new positioning not only resonated with existing readers but also attracted new audiences who saw Queensland Country Life as a must-have resource for staying informed and ahead of the curve.

Through a combination of strategic branding, targeted marketing, and compelling creative, we successfully revitalised a heritage publication, ensuring its relevance in the digital age.