Planning began by closely interrogating customer needs with an eye to creating a basic understanding of personas. Key messages were written to answer the all-important “why us?” questions.

The Leader team identified a series of news angles for the new tank, and created a detailed content marketing plan with the objective of driving awareness and credibility.

The Kingspan.com website was populated with materials for the launch, and all content was optimised for search. Key information and materials were singled out for sharing across multiple platforms online and offline to extend the reach of the campaign.

Early interest was sparked through carefully targeted and co-ordinated trade media advertising and editorial in Europe and the UK, social and PPC campaigns before the focus shifted to showcasing the product through major conferences, events and awards.