The Structural Awards is the Institution of Structural Engineers’ (IStructE) flagship award scheme, showcasing ground-breaking and ingenious engineering achievements across the world. For the third year running, The Think Tank was tasked with raising awareness of the award’s prestige and increasing public knowledge of the vital role structural engineers play in the built environment. 

Representing the global structural engineering community, IStructE wanted to build on the success of the 2017 Structural Awards media relations campaign. Specifically, the association wanted to increase the proportion of international coverage, in line with the diversity and global spread of the shortlisted projects. Ambitious objectives were set, including increasing the coverage yield by 20%.

A strategic approach was adopted, with each shortlisted project packaged-up and targeted at location-specific media outlets. This focus ensured maximum exposure, from national and international broadcasters and broadsheets to design trade and consumer lifestyle titles. Particular attention was paid to increasing public awareness of structural engineering as a profession in line with the UK government-backed initiative ‘The Year of Engineering’.

Building on the previous year’s results, the campaign yielded 91 articles significantly surpassing set KPIs over its four-month run, achieving a 32% increase on the previous year, 114% on 2016. Significant examples of coverage included City A.M., The Times, BBC Radio and The Engineer. Estimated online reach was over 900 million, with a print circulation and listenership of over 500k respectively and 4.5k social media shares.

Subsequently, The Think Tank has been reappointed to deliver the media relations campaign for the Structural Awards 2019.


Results Summary

Articles published: 91

Online readership: 934m

Estimated coverage views: 1.17m

Estimated social shares: 4.58k

Print circulation: 589k

Broadcast listenership: 547k

Online Coverage Highlights

he campaign has since been shortlisted in the  Best Built Environment Member Marketing Campaign category at the Construction Marketing Awards 2019.