With many large brands still focusing their attention and budgets on major capital cities, they miss the significant, engaged, and rapidly growing audience beyond the metro line. Now, leading national brands are strategically turning to Australian Community Media (ACM), leveraging its deep local connection and unparalleled trust, to seize massive growth opportunities across regional Australia.
As the nation’s largest regional-first media company, ACM reaches 5.2 million Australians a month. This reach, combined with hyper-local content created by hundreds of journalists living within these communities, gives ACM a unique authority with these audiences. This is a critical factor, especially when two thirds of ACM readers consider ACM mastheads their most trusted source of news, providing a premium environment for brand messages.
Securing share of voice for Brown Family Wine Group in under-invested markets
Brown Family Wine Group (BFWG) has identified a strategic opportunity to lead in less competitive markets by amplifying its share of voice across regional Australia.
Through a new partnership with ACM, a trusted regional media network, BFWG is connecting with priority audiences as they head into the summer season filled with sippable moments and social events.
ACM’s hyper-local footprint spans key regional occasions such as the Newcastle Herald Hunter Race Day, The Gong Cup, and more. By aligning with these community celebrations, BFWG places its brands at the heart of the action – where good times and good wine naturally come together.
As Georgia Bruton, Chief Marketing Executive at BFWG, explains: “ACM’s deep connection to regional communities makes them an ideal media partner. Their local insights and strong presence allow us to engage meaningfully with the audiences we’re looking to grow.”
This targeted approach enables BFWG to command a stronger share of voice among high-value regional audiences, reinforcing its position as a leading name in the Australian wine industry.
Entertainment and engagement leads customers to Case IH
Tapping directly into the agricultural heartland, Case IH, a brand of CNH, partnered with ACM on a multi-channel marketing campaign to drive awareness and consideration for its popular range of Farmall and Maxxum tractors. The campaign’s strategy was multifaceted, beginning with a significant on-site activation at Australia’s largest agribusiness event, AgQuip. Here, Case IH’s involvement in the bespoke new “Tractor Games” put its machinery through entertaining tests, showcasing its versatility and ease-of-operation to thousands of spectators each day and many more via digital amplification of the content post event.
Following this high-impact event, Case IH is leveraging ACM’s specialised online marketplace, AgTrader, to target prospective buyers actively trading farm machines and related equipment. This targeted digital approach has allowed the brand to remain front-of-mind with a high-intent farming audience.
Gemma Holly, CNH Head of Marketing & Communications, highlighted the importance of the partnership in building brand visibility across trusted platforms.
“The Tractor Games add a dynamic and engaging element to AgQuip, helping us connect with farmers in a memorable way,” she said. “By partnering with ACM through AgTrader’s digital and print channels, we’re able to extend that engagement far beyond the event itself – reaching our audience at multiple touchpoints throughout their buying journey and reinforcing the Case IH brand in trusted media environments.”
Strong partnership paves the way for Destination NSW
Over winter, Destination NSW (DNSW) partnered with ACM to inspire regional audiences to visit Sydney during the cooler months. A key component of the campaign was the production of a custom 16-page glossy lift-out, Sydney in Winter, distributed in 20 of ACMs weekend newspapers in targeted regional NSW markets. Content was produced by ACM’s Content Studio in collaboration with DNSW and was supported by a comprehensive campaign including wraps, full-page ads and front-page strips.
ACM connected DNSW with a truly engaged and travel-ready audience; 62% of ACM readers intend to travel within Australia in the next 12 months, it’s an audience that is consistently acting on inspiration.
Following the success and positive working relationship established during the winter promotion Destination NSW has renewed its partnership with ACM to publish a second lift out in December. This immediate renewal is a powerful endorsement of ACM’s ability to deliver high-quality, impactful regional campaigns and highlights the value DNSW sees in connecting with ACM’s regional audiences.
Plot your path to regional growth
These are just a few examples of smart marketers identifying the opportunity that comes when you make hay where the sun shines. Brown Brothers, Case IH and Destination NSW have all identified that regional Australia is a unique, highly engaged, and high-trust market.
For big brands seeking sustainable growth and a powerful advantage over competitors, leveraging ACM’s trusted network and deep regional expertise is no longer optional – it is the direct route to building lasting brand sentiment and driving measurable commercial outcomes.
If you want to unlock regional Australia, you need to connect with ACM.
Sources: Roy Morgan Single Source, June 2025, P14+, Roy Morgan iris, ACM Cross Platform Audience. Heartbeat of Australia, June 2025. ACM readers n=5,265.
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