Investing in Britain is a thought leadership campaign which aims to position Arcadis for future opportunities associated with the re-investment in the UK’s crumbling infrastructure. The campaign is an outstanding example of applied thought leadership delivered to market through an integrated multi-channel campaign.
Arcadis can access huge opportunities associated with the investment potential of our UK cities. Through our Investing in Britain campaign, we set out to expand our markets and strengthen our brand by highlighting issues that are vital to city-dwellers and by curating direct engagement with city leaders.
The foundation of the Investing in Britain campaign is a report setting out our research into the investability of 24 of the UK’s leading cities. Our research covers large and small cities, highlighting paradoxically that some of the UK’s smaller cities, such as Coventry and Liverpool, are well-positioned to attract investment and that some of the UK’s largest cities, including London, face huge challenges when dealing with the price of success.
The Arcadis team used their detailed city insight and own personal experiences to develop a concept of ‘city investability’ into a distinct, deliverable campaign focused on client-owned issues. We used our experience of previous built-asset research to assure that the work was deliverable.
We used a similarly ambitious communications strategy. Through partnering with The Telegraph, our research was featured in editorial inserts and showcased at our launch event featuring Liz Truss MP, Chief Secretary to the Treasury, and Lord Jim O’Neill as keynote speakers. We followed up with large-scale seminars at MIPIM and a series of roundtable discussions led by senior figures, including Andy Street, Mayor of the West Midlands and Andrew Haines, CEO of Network Rail.
We also delivered a multi-channel campaign to meet wider objectives including influence and brand recognition. The team used a range of strategic techniques and channels: headline partnerships, regional events, UK-wide outdoor advertising, Pay per Click advertising, media relations and email marketing.
Investing in Britain has exceeded all targets, generating for example, a UK fee pipeline worth at least £6m. Furthermore, we have demonstrated our ability to leverage high calibre external interest, with both the Ordinance Survey and Northern Powerhouse Partnership referencing our work.
Investing in Britain showcases Arcadis at its best; client-focused, innovative and collaborative and above all, focused on our cities and on improving the quality of life.
View the Arcadis company profile in the MCA Members Directory.