“Roads 2020 captured the imagination internally and critically with our target customers. Media coverage around the industry report was backed up with a series of targeted events across the UK which drew in senior decision makers and budget holders alike – an excellent example of a truly integrated campaign.”
Penny Bradley, Corporate PR Manager, Tarmac
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Positioning Tarmac as a strategic thinker in the roads debate
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Roads 20:20 – a campaign to influence attitudes and shape opinions
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An industry report and nationwide roadshow engaged target audiences
Tarmac
Driving the roads debate
With ‘pothole Britain’ stories grabbing national media headlines, the state of roads is an emotive topic for the public and wider business community.
But with a major funding shortfall and long-term backlog of repairs in the UK, local authorities and contractors face a tough challenge to maintain the ageing road network.
Major national materials supplier and contractor, Tarmac wanted to reinforce its position as a ‘strategic thinker’ and industry experts in this emerging roads debate; while building on its commercial relationships with local authority customers and forging links with national policymakers.
Camargue developed Tarmac Roads 2020, a campaign that used industry research to gauge the opinions of highways professionals in order to highlight road recommendations for Government, councils and contractors.
We successfully packaged the results into a report to create impactful media coverage and coordinated a series of nationwide Tarmac events for senior highways professionals.
The initiative helped to drive commercial engagement with customers and position Tarmac as more than just a supplier of the ‘black stuff’.
