GBA Communications

Queensland Cotton is an Australian owned company managing the development, production and sale of cotton grown in Australia to international markets.

The brief …
To produce a range of text based products introducing Queensland Cotton's latest new range of services embraced by the CropSmart brand to growers and other significant stakeholders throughout Queensland and New South Wales,

The challenge …
Queensland Cotton was to introduce CropSmart to growers in Australia with the prospect of significantly improved outcomes but involving change away from traditional growing practices. Key messages and support material had to be developed for delivery via a new, dedicated website, mailouts, print and radio advertising, advertising and public relations initiatives, and by representatives in the field – and the project had to be completed within one calendar month.

The outcome …
Working to new brand design and website protocols created by Cato Purnell Partners ( Australia ), GBA Communications conducted interviews with CropSmart project leaders, growers, and scientists to be able to absorb the culture of the industry and develop a clear understanding of the product, the needs of the consumer, and the expectations of the industry as a whole. We then:

	set up a data base of more than 150 print, radio and television media outlets servicing cotton growing regions in Australia
	produced a series of core documents and key messages for publication on the CropSmart website
	developed texts for corporate brochures and product sheets, media releases, feature articles for print and electronic distribution, and a series of scripts for radio advertisements
	facilitated media interviews for key Queensland Cotton personnel
	developed a format for a monthly magazine for growers, government and other stakeholders.

Cato Purnell Partners ( Australia ) is just one of the organisations with whom we partner to achieve best possible results for our clients.