The challenge from NBS was clear: position Source as the essential construction platform and maintain NBS’s place as an indispensable resource for architects, designers, engineers and project managers.
The difficulty of securing media coverage for standalone products meant we had to think outside the box for this one. To get press attention, we’d have to focus on bigger issues impacting NBS customers, and gently suggest Source as the solution.
Press coverage was generated through a tight set of key messages, considered thought leadership, tactically timed news announcements and opportunistic newsjacking. The overarching aim of the messaging was to educate manufacturers on forthcoming building regulation changes, and how Source could help them prepare.
The campaign culminated in the Construction Product Leaders’ Summit, hosted by NBS. The Summit featured a keynote speech by Dame Judith Hackitt, a leading authority on building regulations, about the incoming building safety regulations and how they’d shake up the industry. Huge numbers of industry professionals attended, and the event received blanket coverage across tier 1 construction media.
NBS considers the Source Launch a major milestone, and it’s no wonder given the results. 132 published articles reached an audience of 37m, and included 60 pieces of thought leadership and commentary in the Financial Times.
The campaign was also a smash hit on the awards trail too, taking home top prize for Best Global PR Campaign at the Global Marketing Awards, Best Property and Construction Campaign at the Global Content Awards and Best Thought Leadership Campaign at the Construction Marketing Awards.
Read more about it below, straight from the source. To learn more about what The Think Tank’s brilliant PR team could do for your business, get in touch.
The Think Tank took our objectives and brought them to life with sustained coverage landing in places our audiences read. The media coverage ensured we were positioned as experts and we exponentially grew our visibility. I have no doubt that without this PR campaign, the Source Launch would not have been the success it has been.
Making Glenigan the go-to for construction insights
Through our expertise in newsjacking and media relations, we established Glenigan as the valuable media source of construction market insight.
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