CHAMPIONING BUILDERS

Reaching an audience of housebuilders via a targeted media relations campaign

The Challenge

A key part of Origin’s business is its strong relationship with trade partners. Whilst growing homeowner demand through consumer media is important to the brand, increasing supply through trade channels is also crucial to business growth. Origin wanted to demonstrate its strong connection with the trade in a way that allowed it to showcase the benefits it offers as a supplier.

107

pieces of coverage

56

broadcast opportunities delivered

21

spokesperson interviews

How We Helped

We created a campaign exploring the realities of being a builder – The Builder’s Lot. Working with celebrity builder ‘Handy Andy’ as spokesperson, the campaign researched the views of consumers and builders, dispelling some ‘white van man’ myths and highlighting the hardworking nature of busy builders. The campaign championed one of Origin’s vital audiences and demonstrated the brand’s keen understanding of their needs.

The Outcome

The campaign was a resounding success, described by the client as “the gift that keeps on giving!”.

56 broadcast opportunities were delivered, alongside 51 pieces of print and online coverage across national and regional consumer media and trade media. The campaign was successful in increasing brand awareness and enabled us to create shareable social media content for long-term use.

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The Results

107

pieces of coverage

56

broadcast opportunities delivered

21

spokesperson interviews

51

pieces of print and online coverage

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