APAQ-W – Open Farm Days
Connecting People with Walloon farms
Every year, Apaq-W opens the doors of farms throughout Wallonia for the “Open Farm Days”. A weekend where visitors can discover the daily life, know-how, and passion of local farmers. For the latest edition, our clear mission was to ensure the event reached an audience in all provinces and highlighted the diversity of agricultural techniques and professions in the region.
Our approach:
- We crafted tailored press releases for each province, highlighting local farms and their activities.
- We pitched journalists in all Walloon provinces and invited them to discover the farms first-hand before the public opening.
- We amplified Apaq-W’s national press release by creating a new version based on our local content and distributing it to Belga for nationwide coverage.
- We invited journalists to farms in Brabant Wallon and Liège, where the Walloon Minister of Agriculture paid official visits.
Our results:
The campaign achieved visibility across Wallonia and on a national scale:
- Local outreach generated 27 articles in provincial media.
- Belga picked up our national press release, leading to 11 articles in the national press.
- In total, 38 articles were published in just 8 days, capturing the variety and richness of Walloon agriculture.
By combining local stories with national amplification, we made sure the event was recognised both for its authenticity and its scale.
At Brum Smith, we believe that connecting people with the farmers who make it possible is a story worth telling.
Want your story to be heard? Let’s talk!
