The road to recognition
Great roads are built to last and so are the best brands.
Hiway has been paving the way in sustainable transport networks for over 30 years, connecting communities across Australia and New Zealand. With over 250 team members and operations spanning roads, rail, airports, ports and mining, Hiway was ready to elevate its positioning and presence. New Zealand-based agency Saturday delivered a refreshed visual identity to set the scene. PIER stepped in to shape the strategy, sharpen the story and bring clarity and consistency to every touchpoint. The goal? Strengthen brand awareness, earn stakeholder trust and cement Hiway’s position as the go-to leader in low-carbon roading.
PIER's focus was threefold: launch the rebrand, unify messaging and expand Hiway’s reach across every channel.
Starting with discovery workshops with numerous Hiway teams, a comprehensive marketing strategy followed to align language, tone and communication for various key stakeholder groups. This groundwork informed the rollout of crisp sales collateral, digital-ready resources and site-ready materials to spotlight Hiway’s core competitive strengths: sustainability, cost-effectiveness and resilience.
Next came a steady stream of engaging content. LinkedIn came alive each month with case study snapshots, behind-the-scenes insights and project highlights. These posts showcased Hiway’s latest innovation and expertise, steadily increasing recognition and audience engagement. With a target market including government agencies, community organisations and civil contractors, the content was shaped to clearly communicate the value of Hiway’s products, solutions and low-carbon leadership. With a communications calendar, refined suite of templates and distinctive tone of voice, Hiway achieved consistency across all platforms, from email and web to social and print. This ensured every interaction reinforced Hiway’s identity while supporting its broader market ambition and delivering a compelling experience for every audience.
Next came a steady stream of engaging content. LinkedIn came alive each month with case study snapshots, behind-the-scenes insights and project highlights. These posts showcased Hiway’s latest innovation and expertise, steadily increasing recognition and audience engagement. With a target market including government agencies, community organisations and civil contractors, the content was shaped to clearly communicate the value of Hiway’s products, solutions and low-carbon leadership. With a communications calendar, refined suite of templates and distinctive tone of voice, Hiway achieved consistency across all platforms, from email and web to social and print. This ensured every interaction reinforced Hiway’s identity while supporting its broader market ambition and delivering a compelling experience for every audience.
The outcome
Hiway is breaking ground and turning heads. Hiway’s regular email marketing (eDMs) continues to perform strongly, averaging a 35% open rate—well above the construction industry average of 21.5%*. LinkedIn activity has gained significant momentum, with an awareness campaign generating over 49,000 impressions and a remarkable 78% click-through rate on their “Meet the People Behind the Pavement” post. This traction, combined with consistent cross-channel engagement, indicates that Hiway is laying solid foundations for sustained growth in the civil infrastructure and government sectors. Website traffic has also surged, increasing by 264% over the past 12 months.
The outcome
Hiway is breaking ground and turning heads. Hiway’s regular email marketing (eDMs) continues to perform strongly, averaging a 35% open rate—well above the construction industry average of 21.5%*. LinkedIn activity has gained significant momentum, with an awareness campaign generating over 49,000 impressions and a remarkable 78% click-through rate on their “Meet the People Behind the Pavement” post. This traction, combined with consistent cross-channel engagement, indicates that Hiway is laying solid foundations for sustained growth in the civil infrastructure and government sectors. Website traffic has also surged, increasing by 264% over the past 12 months.
Got a problem you're ready to solve?
Let's chat
BIC Australia reach for a new lighter
Opening digital doors
Fresh insights for a long-time client
Tooling up for take-off
Working from the ground up
