OPTIMRE

1.52 Million

Coverage Reach

KINA sought to raise awareness among architects, engineers, contractors and specifiers across the United States about OPTIM-R E in a manner that cultivated widespread interest with integrating OPTIM-R E as a trusted product into a broad range of construction projects. KINA tapped The McRae Agency to help cultivate this awareness among national media outlets, with the goal of securing five media placements reaching a readership largely composed of building professionals.

Challenge

Raising awareness across America’s construction industry of Kingspan Insulation North America’s newly launched OPTIM-R E as a benchmark insulation panel, by securing meaningful coverage in relevant national media outlets.

Solution

To overshadow KINA’s competitors and secure editors’ interest, the McRae Agency team conducted a highly targeted media campaign, applying insightful messaging crafted to appeal directly to industry experts. The team penned a detailed press release and corresponding pitches that strategically positioned OPTIM-R E as a breakthrough innovation that would markedly elevate modern building projects, streamlining and improving construction work as the building industry’s only encapsulated vacuum insulation with superior performance, durability, and sustainability.

Results

The McRae Agency team’s targeted media campaign resulted in securing 13 media placements among national trade publications, totaling a reach of over 1.52 million, dramatically surpassing the initial target goal. This coverage spanned key publications for the building and design industry, directly reaching the desired audience of architects, specifiers, and additional building professionals. The coverage further highlighted the substantial benefits of OPTIM-R E’s advanced design for a wide range of modern construction projects with its superior thermal performance, flexible installation, sustainability and durability, which will strongly entice project teams to apply this product to their ongoing projects.