Campaign: The Art of Building
Client: The Chartered Institute of Building (CIOB)
PR team: The Whiteoaks Consultancy
Timescale: April-July 2010
The CIOB is a registered charity that operates as the public face of the building industry. It asked Whiteoaks to launch its Art of Building Digital Photography competition, which encouraged amateur and professional photographers from around the world to explore the built environment.
- To raise awareness of the competition and encourage entries
- To drive traffic to the competition site
- To raise the CIOB's profile.
STRATEGY AND PLAN
The PR team put together press releases to distribute to the media at strategic intervals, each with key messages to support the CIOB's goals. An announcement was made to a selection of media once the finalists' pictures had been chosen and the public was invited to vote for the winner.
MEASUREMENT AND EVALUATION
The campaign generated 48 pieces of coverage, including in photography titles What Digital Camera and Photography Monthly. Industry coverage appeared in Building Design, Building and Building Innovations. The finalists' images and winner announcement appeared in Metro and on The Independent's website.
There were more than 1,000 entries, and 2,500 votes were cast by the public.