markettiers worked alongside Atkins in order to maximise engagement for their 50th anniversary in the Middle East. With a rich heritage in the region, it was important to highlight this key milestone and crucially to demonstrate Atkins’ role in terms of ‘building the future’ of the built environment in the region; as such, it was crucial to include the focus on technology here. Alongside a range of expertise, markettiers was tasked with creating a story around this anniversary, which also fell during a key period for the brand around Cityscape.
In order to generate a story, markettiers recommended that it commissioned newsworthy research, via its sister agency, Opinion Matters. This would help provide the narrative to hang the story off. As Atkins has a strong presence in the region, markettiers recommended that it interviewed its employees in order to find out what made them so proud to work for Atkins, and importantly what their future predictions were for the built environment in the region.
The results of the research made for some compelling reading. Using the statistics, markettiers weaved this into a narrative and filmed a number of different video feature edits that looked at the future of the built environment across sectors ranging from aviation to property to design. Each individual expert-led on their piece – providing a compelling narrative for how technology is helping to drive forward not only the business of Atkins but how the landscape of the region is also evolving too. Launching the results on the first day of Cityscape, markettiers delivered a full broadcast media relations sell in 0p delivering further articles post the event, to keep the momentum going and ensure that Atkins 50th anniversary message was understood loud and clear across all media and audiences.
Key results included 10 major media outlets coverage – with trophy hits of Sky News Arabia, Construction Week and Design MENA. It also included a front-page story on Khaleej Times as well as a double page lead story on Arabian Business.