Representing the global structural engineering industry, IStructE wanted The Think Tank to secure major regional and national coverage for The Structural Awards 2018, highlighting the essential role that structural engineers play in everyday life. Ambitious objectives were set, including increasing the coverage yield by 100%.
A variety of different media channels were approached to ensure maximum exposure, from national broadcasters and international media outlets to design trade publications and consumer lifestyle titles. Particular focus was placed on raising awareness of cutting-edge engineering among target audiences including builders, architects, civil engineers, policymakers and the general public.
The campaign significantly exceeded expectations, achieving a 400% increase on the previous year’s PR activity over a four-month period. News and articles about the awards featured in major national publications including Metro and Evening Standard, as well as on BBC Radio. Estimated online readership reached 250 million, with a print circulation of 1.92 million, a radio listenership of 354,000 and 736 social shares.