Norweld Australia

Public Relations

Widespread media success for ‘Elite’ 4X4 product launch.

Manufacturing a successful PR campaign for Norweld Australia’s new Elite tray

From humble beginnings in Cairns, Far North Queensland, more than 50 years ago, Norweld has become highly regarded as Australia’s leading manufacturer of premium 4×4 trays and canopies.  

With locations across Australia, and a growing pipeline of international exports, Norweld’s products are known among the 4WD community as being the toughest on the market.  

After investing more than $750,000 and over 2.5 years in research and development for the new ‘Elite’ tray, the team at Norweld partnered with Pitch to achieve epic results. 

Driving media wins

Aligning our media strategy with Norweld’s brand awareness goals, we developed an approach that would target the most engaged 4WD audiences in Australia, while also paying homage to where it all began. 

With our contacts across local and national media, automotive and industry publications, our campaign reached millions of 4X4 owners and enthusiasts, even those a bit ‘off the beaten track’. 

Building on Norweld’s already strong brand awareness in the industry, we targeted automotive titles with a focus on the new Elite tray’s industry-leading features and unique design.  

A bespoke pitch to manufacturing publications ensured Norweld’s investment in innovative manufacturing practices was front-of-mind, while the approach for local media referenced the company’s Cairns connection.  

The result? Widespread media success was achieved, cementing Norweld’s reputation among key customer and stakeholder groups.  

Media coverage included; 

  • News Corp Australia (syndicated to Cairns Post, Townsville Bulletin, Gold Coast Bulletin, The Mercury, The Daily Telegraph, The Toowoomba Chronicle and The Courier-Mail) – Combined potential reach 5.7M + 
  • news website and social media – Potential reach 2.84M + 
  • AuManufacturing, Australian Manufacturing Magazine, GoAuto, Outback Travel Australia and Australasian Farmers’ & Dealers’ Journal – Combined potential reach 120K + 
  • Estimated audience reach of more than 8.6M
  • Coverage across local, national, industry, automotive & consumer publications
  • Strategic alignment with brand awareness & sales goals 

Crime Stoppers Queensland

“You’ve been such a great help in getting our message out. I almost wish we’d engaged Pitch earlier. I’m really proud of what we’ve achieved together! Thanks so much for your advice and support.”

Carmen Jenkinson
Crime Stoppers Queensland CEO


“We are beyond grateful for all the incredible work that Pitch has done for us. Not only are they an absolute pleasure to work with but also the quality of their work is outstanding. They get the brief to perfection every single time, they understand our business and they always come up with great ideas, concepts and strategies. Nothing is too difficult for them, they just get the job done!”

Christian Rocha
Marketing Manager

The Committee for Brisbane

“No question or challenge is too hard for the team at Pitch. I value their insights and their professionalism.”

Barton Green
The Committee for Brisbane CEO

Reside Communities

“Pitch provide pragmatic and timely media and PR support to Reside Communities.”

Glen Brown
Reside Communities Co-Founder & CEO

Australian Thermal Industries

“We came across Pitch through a friend who spoke highly of their work. Since then, they’ve become an integral part of our team, helping us with everything from product branding to updating our website and managing our social media presence.

Pitch has been there for us every step of the way. From coming up with a product name, to creating copy for packaging and our website, to managing our case studies and testimonials – they’ve done it all. We like to think of them not just as a PR and marketing resource, but as an extension of our team.

We appreciate the value that Pitch brings to our business. They deliver quality work and support our business goals. We’re glad to have them in our corner.”

Aaron Hinkley
Australian Thermal Industries Co-Founder