James Latham, a leading architectural materials distributer, came to The Think Tank with two compelling marketing properties.
Its Digital Showroom combined online convenience with the service benefits of physical experiences to provide the perfect ‘phygital’ space in which to showcase the brand’s décor portfolio. Its carbon calculator offered specifiers clear and credible data on material sustainability.
The Think Tank’s challenge was to ‘make a big splash’ by leveraging these properties to secure blanket media coverage across architectural and fit-out trade media.
We collaborated closely with James Latham’s other marketing partners to establish a unified, integrated approach that would support a wider set of commercial objectives, including increased awareness and sales.
An important part of this was to, where possible, ensure core messaging was weaved throughout owned and earned media, featuring backlinks to the Digital Showroom and Carbon Calculator.
A concerted media relations campaign followed, with strategic media-buying in the ‘Big 3’ architectural titles: RIBA Journal, Architects’ Journal and Architecture Today.
To build on this, we scheduled media meetings for key stakeholders with the sector’s most influential editors and pitched thought leadership pieces covering hot topics such as sustainability, traceability and transparency.
Our work with James Latham is a textbook example of how strong media relations activity can dovetail with broader marketing disciplines such as events and advertising to deliver stunning results and ROI.
The work secured three wins at the 2023 Construction Marketing Awards, including Best Use of Website, Best Big Budget Campaign and Best Distributer Marketing.
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