The Federal Government released the Agriculture Competitiveness White Paper in July 2015, after 18 months of consultations, an Issues Paper and a Green Paper. Industry stakeholders held high expectations for a clear and achievable path for the future of Australian agriculture. Seftons was contracted to develop and implement the communication strategy for the paper’s release, a project that included drafting written communications including the ‘At A Glance’ document, strategic stakeholder engagement advice, events development, planning and management, media and government relations. Seftons also managed the launch event held at the National Press Club in Canberra. Seftons worked closely with multiple agencies and government including Department of Agriculture, the White Paper Taskforce, the Office of the Prime Minister and the Office of the Minister for Agriculture. The time frame was extremely tight, the White Paper itself was only finalised very close to the release, and the final launch date was only set in the last fortnight. Seftons achieved good media coverage in national media, and our message/tone analysis found these become increasingly positive over the subsequent week. Our project management and communication processes were crucial in the successful delivery of the project and close the project we ran daily meetings to keep all deliverables on track and all parties informed.