Rain Bird Launches Conservation Campaign

Rain Bird Corporation is on the campaign trail. No, not for political office or a change in public policy. Actually, the manufacturer of irrigation products and services is taking its emphatic message of water conservation on the road – with hopes of influencing a national audience.

Kicked off June 4, the print advertising program is intended to highlight the California-based company's commitment to efficient water use among landscape, agricultural and golf industry professionals.

“The campaign communicates Rain Bird’s recognition of the responsibility we bear in helping others understand the severity of the water shortage problem and the solutions offered through conservation and efficient irrigation,” described Art Ludwick, senior vice president, Rain Bird. “From central control systems and automatic shut-off devices to pressure regulating components and low-volume drip irrigation, Rain Bird designs products that use water wisely. As has been the case for nearly 70 years, Rain Bird continues to focus its technology, research and product development efforts on fostering the practice of using water efficiently while still providing for abundant crops and beautiful landscapes.”

While homeowners and green industry professionals face drought-related issues in various regions of the country, Rain Bird is encouraging them to water wisely.

The advertising campaign, titled “The Intelligent Use of Water” is aimed at significantly increasing awareness among industry professionals of the threats posed to the environment by the misuse of water and reinforces the need for sound water conservation practices.

The campaign includes three full-color, full-page variations – with each featuring a pair of hands coupled together and embracing water. Set against a two-toned background, each ad includes text copy conveying Rain Bird’s “The Intelligent Use of Water” campaign. Each advertisement is different, depending on the focus of the trade magazine in which the ad will run.

“Rain Bird is a brand that evokes quality and heritage in the industry,” noted Stacy Sharkey, corporate marketing brand manager, Rain Bird. “It is important that the creative execution of ‘The Intelligent Use of Water’ vision convey Rain Bird’s rich history as well as its industry leadership in creating products that use water in the most effective manner possible.”

The campaign launch will start with placement of ads in leading landscape, agriculture and golf industry trade publications, including Lawn & Landscape.

The author is Assistant Editor-Internet for Lawn & Landscape magazine and can be reached at aanderson@lawnandlandscape.com.