Tarmac Cement is celebrating after winning the Best Branding and Positioning award at this year’s Construction Marketing Awards.
The annual awards, endorsed by the Chartered Institute of Marketing, showcases the construction industry’s creativity and innovation in marketing. Tarmac Cement beat off competition from five other shortlisted entries to take home the prize for its One of the Family branding campaign.
The campaign, aimed at driving greater awareness of Tarmac Cement’s Blue Circle products among young builders, saw the firm rebrand its product range to incorporate a family-based theme. It also boosted its social media presence to engage with the younger audience as well as running a 15-week on-pack promotion. The campaign is said to of reached an audience of almost 2 million, with social media engagement up by 370%.
Gareth Osborne, Senior Marketing Manager said: “This is a huge achievement for Tarmac Cement. This campaign was based on rigorous insight and identifying the sort of content and branding that would be likely to engage with this audience. As a result, we were able to successfully cement the Blue Circle brand as an ambassador for family values, creating content that engaged and converted our key audiences in a tough market.”
Judges praised the campaign for being “a clear winner, a strong campaign with effective research executing and delivering against all objectives.”
For more information on Tarmac Cement, visit www.tarmac-bluecircle.co.uk
