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Campaign Brand Awareness / Lead Generation
Channels Trade Media (Print & Online)

Background:

Mabey Bridge operates out of two Divisions. The UK Division supplies paints and erects high quality steelwork for bridges, sign gantries, monopiles, wind turbine towers and other heavy structures in the UK & Eire. The International Division markets the company's innovative range of pre-engineered modular steel panel bridge and car park systems worldwide.

Challenge:

Mabey had won the contract as the preferred supplier of modular steel panel bridges to the American Military, beating a number of US based companies. However, awareness of this UK company amongst key decision makers and within their respective Procurement Depts was extremely low, leading to a very slow uptake.

Solution:

Our target audience are avid readers of some key 'must-read' trade titles. We proposed and developed a highly targeted integrated media program comprising: vertical press (brand support)and digital media ads (web traffic & lead generation). Mabey were also one of the first advertisers in the selected journals to use ‘Contextual Ads’ i.e. ads are served when visitor searches on key words such as 'bridges'.

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