Putting the spotlight on Sandtex
Gold for Best Use of Photography or Design [ CIPR PRide Awards 2019 ]
What was the brief?
When exterior paint brand Sandtex was selected for the repainting of the historic Happisburgh Lighthouse, we knew that there was a bigger story to be told – and our client Crown Paints gave us free rein to craft an impactful integrated campaign to celebrate this unique case study.
The charity behind the job, the Friends of Happisburgh Lighthouse gave us their full backing to get the word out.
We wanted to showcase the scale of the project, as well as highlighting the durability and ease of use of the paint, and the richness of the colours. The lighthouse was the perfect canvas to show the brand at its best, and we wanted to make the most of it.
What did we do?
We knew that the visual impact of the lighthouse, with its striking red and white bands, would be the key to unlocking the full potential of the project.
Our PR team co-ordinated our efforts with the Friends of Happisburgh Lighthouse to ensure that the Sandtex name was front-and-centre of all publicity around the repainting, and our social media team put together a well-crafted campaign to ensure the images were spread far and wide.
Our in-house video and photography team was crucial: their skilfully-shot film showed off the painting process up-close and captured the end result in all its glory with some dramatic drone footage.
What was the result?
- 138 pieces of coverage
- 275,000 readers saw our press coverage
- The Happisburgh Lighthouse video led the way on Sandtex’s social media, outperforming all other posts
- We reached over 18,000 people on Twitter, and 20,000 on Facebook.