Case Study
RIBA International Prize

In 2016 Flint were engaged to launch the Royal Institute of British Architect’s (RIBA’s) first global architecture prize for new building, The RIBA International Prize.

Flint developed an international communications campaign to build the profile of the new global award and reach a range of key target audiences including architecture and design professionals, clients and business leaders and general public with an interest in architecture and social issues across a broad range of territories.

Flint provided consultancy on the development of the Prize and delivered a strategic promotional campaign, securing a range of sector specific media partners which included CNN, Wallpaper* and Dezeen to support the campaign reach. The partnerships provided a vehicle to effectively establish and position the new global prize on the market and enhance RIBA’s brand visibility internationally.

Wallpaper* magazine supported an RIBA event with the British Council at the British Pavilion for the 2016 Venice Architecture Biennale featuring the prize’s Grand Jury debating the social conscience of architecture. As exclusive Video partner for the prize, CNN created bespoke digital assets on the prize including 360° video content and a range of editorial features with Richard Rogers as guest editor reaching a global audience of 147M.

The global media campaign secured wide ranging brand positive press coverage across a broad media spectrum. Tailored media messaging developed around the new prize’s unique offering and legacy was delivered across a news of news, interview features and broadcast opportunities.

Flint established a RIBA International Prize Ambassadors Programme to build interest and support among the international architecture community, including representatives from the USA, India, Turkey, Pakistan, Ireland, the UK and South America.

The campaign benchmarked the new award on the market and provided a platform to debate the challenges and opportunities faced by an increasingly global architecture industry, whilst securing a legacy for the winning building that will grow in future years.

 

“A prize for architecture not architects” – Jonathan Glancey, CNN

“The world’s best new building” – Oliver Wainwright, The Guardian

 

Media Campaign Results:

291 items of coverage
20 interview features
Total reach 7,407,362,303
Targeted international coverage

Digital: 

4.5 million reached with a Thunderclap launch
Post-campaign 31% increase in Twitter followers and 43% increase in Facebook likes

 

Image Credit: UTEC  – Universidad de Ingenieria y Tecnologia, Iwan Baan, Courtesy of Grafton Architects

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