UK Construction Week

19 radio and TV appearances with UK reach of 13.5m

9,000+ extra website visits on the day coverage appeared

After widespread criticism in 2017 of an exhibitor’s use of Vegas-style showgirls to publicise roofing products, UK Construction Week organiser Media 10 developed a Code of Conduct for exhibitors and turned to LMC for advice on how to communicate it.

Challenge

Focused on diversity and inclusion, UK Construction Week's new Code for exhibitors included rules on stand design, staffing and promotional goods. It was the first time a major trade show had taken this step, and even though they knew it was time to take a strong position on EDI issues, the organisers were worried about how exhibitors might react.

Our aim was to get maximum awareness of the initiative, and to influence other major shows to follow suit, both within construction and in the wider events space, so that there could be no going back to the 'old days' of event marketing.

Strategy

Within 24 hours we developed briefing materials and provided coaching for UKCW’s spokesperson to build confidence ahead of live broadcasts.

An undercover investigation by the FT had recently exposed the groping, harrassment and exploitative use of hostesses at a Presidents Club charity dinner, so we piggybacked on the public backlash against this sort of sexist and borish behaviour at events. We moved quickly to secure an exclusive with the BBC about UKCW's new Code of Conduct, before offering it to wider media.

Two days of intensive broadcast and print interviews followed, including BBC Today programme and all BBC TV news bulletins, then ITV News, Reuters and most UK national newspapers. The story was then picked up by other media across the world.

Results

Following wall-to-wall media coverage in the UK and internationally in January 2018, other trade shows started to make their own commitments to improving diversity and inclusion, including MIPIM and FIT Show.

Today it is almost standard procedure for property and construction events to have a similar Code of Conduct, and UKCW is credited for having secured a lasting change of culture and behaviour.

Senior Marketing Manager - UK Construction Week

“When we met LMC, we were very impressed with their skills, knowledge and experience. It was also very refreshing to talk to an agency that is highly strategic and able to come up with lots of different new ideas, rather than just do the work that we ask for.

"LMC shares our passion for the construction industry and takes pride in its work. It’s great to have a supportive agency that works in partnership with us. The team is very knowledgeable and we fully trust in the advice that LMC offers.

"This campaign had an immediate effect, achieving fantastic news coverage for our commitment to diversity and for UKCW as the largest construction trade show in the UK, and leading to a measurable upturn in business.”