Coates Hire

"They understand our business and where we fit in the Australian marketplace and are capable and willing to deliver multi-platform content on very tight deadlines and to brief. " Rhyan Grayson-Morison, Coates Hire

Coates Hire

“We regard Pacific Plus as an extension to the Coates Hire marketing team. They are there to assist us develop and produce our key business to business magazine GearUp plus supply editorial and online content as required. They understand our business and where we fit in the Australian marketplace and are capable and willing to deliver multi-platform content on very tight deadlines and to brief. As Coates Hire has developed and expanded its offering particularly as an end-to-end  solutions provider for complex construction projects Pacific Plus has always been willing to assist and support our marketing objectives, initiatives and strategies.”

Rhyan Grayson-Morison,  Marketing Specialist Coates Hire


Coates Hire is Australia’s leading equipment hire company, and one of the largest in the world, with over 130 years’ experience in industry, supplying to a wide variety of markets including Engineering and Building Construction & Maintenance, Engineering, Mining & Resources, Manufacturing, Government, and Events.

The magazine: Gear Up

Pacific Plus produces Gear Up – a 24-page quarterly magazine introduced in Q2 2014 to deliver a segmented specific Business-to-Business approach to the industry that targets a broad audience of corporate decision-makers, industry influencers and opinion makers (external) as well as the Coates Hire management team (internal).

Rather than just taking a sales and marketing approach to editorial, punctuated by product promotion and testimonials, Gear Up presents the bigger picture,  showcasing the Coates Hire advantage in what is a demanding industry, and underpinned by the Coates Hire core values of safety, people, technology, community and environment.

As an externally focused publication, it keeps industry leaders and all stakeholders in the loop of what is happening in Australia and beyond while promoting the benefits of  partnering with Coates Hire and reinforcing its leadership position within the industry and its commitment to the communities it touches. It demonstrates that Coates Hire is an ideal partner to have while highlighting the expertise, skill and technological advantage the company brings to its partners. The magazine also aims to highlight the continual investment made into advancements in the industry and the fact that Coates Hire is the leader in its field.

Gear Up is positioned as an industry focused commentary piece with a strong underpinning by Coates Hire’s core business pillars.

  • Gear Up is informative, relevant, newsworthy, industry-focused, solutions-driven, practical, thought provoking and accessible.
  • Gear Up is not overly sales focused, casual, lightweight or timid

Leverage of other channels

The magazine Gear Up and associated online coverage reinforces the brand and the innovation and expertise, the ‘can do’ attitude that the brand represents. The magazine’s case studies have focused on the company’s ability to solve complex technical problems for its customers across all areas of construction, engineering and contracting fields, even in extremely remote locations.

The continual development of the magazine and its content growth into online channels and marketing case studies reinforces the success of this communications strategy to expand the profile of Coates Hire’s ability to deliver valuable solutions.

Pacific Plus has a close and flexible relationship with Coates Hire and has delivered a range of case studies, one off blogs and corporate writing tasks as required. Because we know the client’s business so well we are in a position to quickly and accurately turn material around for each specific purpose with a minimum of oversight and on short deadlines thus saving our busy client time and unnecessary involvement.



Content Pacific+ commissioned to generate

24 pp magazine, 4 issues per year

Content created

Gear Up magazine
Digital content and case studies


December 15, 2015