Hort Innovation's turf marketing activities in 2026/27 will continue to build awareness of the important role natural turf plays in Australian communities. Building on the Choose the Joy platform, activity will showcase natural turf as the foundation of healthy, active and connected outdoor spaces, reinforcing the environmental, social and lifestyle benefits it delivers for Australians. 

Consumer insights informing the strategy

Recent industry research demonstrated the significant value natural turf delivers to Australian communities, contributing an estimated $5.1 billion annually to the economy and generating broader social, environmental and community value through recreation, wellbeing and green spaces. The research also found strong consumer preference for natural turf, while highlighting opportunities to increase understanding of its benefits among both consumers and key decision-makers.

This remains particularly important as councils and other stakeholders increasingly seek community consultation on the design, development and future use of public spaces. Continuing to engage both decision-makers and the broader community helps ensure the benefits of natural turf are understood and considered when decisions are made about parks, sporting facilities and other green spaces.

What's planned

In 2026/27, turf marketing activities will continue to bring the Choose the Joy campaign to life through a combination of industry engagement and community activation. 

The industry will maintain a strong presence at five key trade and industry events across Australia, engaging professionals and decision-makers involved in the planning, design and management of landscapes, public spaces and community environments. These events provide opportunities to reinforce the benefits of natural turf, connect audiences with industry representatives and share evidence-based information about the value of natural green spaces. Speaking engagements at each event will further amplify campaign messages and showcase community perspectives gathered through campaign activity. 

A community activation will invite Australians to share why they choose parks and natural green spaces, capturing authentic stories about the role these environments play in everyday life. Through a series of short filmed interviews, community perspectives will be shared across social media, industry communications and event presentations, helping celebrate the experiences people associate with natural green spaces and extending the reach of the campaign. 

Together, these activities will continue to strengthen awareness and appreciation of natural turf among both key decision-makers and the broader community.

Supporting investments

These activities are funded through the project Turf Marketing Plan FY25-FY27 (TU24501).