The Gold Standard campaign kicked off with a social media contest, the 1st Cut Competition, which encourages farmers to capture their first cut of the season and enter it for a chance to win a one-year use of a Roll-Belt 450 Silage Special Round Baler.
The 1st Cut Competition will run from May 5 to July 31. Hay growers are invited to submit a picture of their first cut at the New Holland website. The photos will go through one round of public voting and one round of official judging by company executives. Seven balers, each for one-year's use, will be awarded to seven lucky growers across North America.
"We have been using more social media and digital marketing because equipment users are consuming more content and interacting with the brand more via these channels versus the traditional media," says Mark Hooper, senior director of marketing for the company.
2015 not only demarcates New Holland's 120th anniversary as a brand, but it also coincides with the 50th anniversary of the Speedrower self-propelled windrowers and the 40th anniversary of the Roll-Belt round balers.
"Nobody bales more hay each day than New Holland, and we want to celebrate this in our 120th year with The Gold Standard campaign and the 1st Cut Competition, giving growers a chance to win use of equipment so they can experience the difference of baling with the best," says Michael Cornman, dairy and livestock segment manager at New Holland North America.
The Gold Standard creative will be seen across national industry publications, digitally online with endemic industry sites and enewsletters, as well as outdoor billboards in select markets. Additionally, social media and search engine marketing will be used to boost the messaging and get dealers excited about marketing in their primary markets. FG
—From New Holland news release
