The solution

CFA came up with a campaign called

Insulating Britain. As a fully integrated
campaign it comprised online and ofine
advertising, PR, events and social media.
With the client regarded as one of the most
innovative insulation brands in the market
and one that pushes the boundaries of
marketing, an eye catching focal point
for the campaign was required this was
achieved with a branded bus.
Launched at Ecobuild, the bus offered
high levels of engagement and provided a
method of taking technical seminars on the
regulation changes on the road. In total, the
bus educated over 2,000 individuals during
a 50 date, 150 event tour.
Prior to the launch of the campaign
a webinar with Building magazine
was conducted.
Held four months prior to the new regulations
coming into force, this allowed Celotex to
take rst mover status on the topic and gauge
individuals knowledge and interest in the topic.
The webinar was so well attended that it was
conrmed as the most popular manufacture
based webinar hosted by Building.
CFA also managed the design of the Celotex
stand at Ecobuild which comprised the bus
and product displays.
Integrated
CFA Marketing
Palace Court,
15-17 London Road
Maidstone, Kent ME16 8JE
What can we do for you?
Contact us at:
t. 01622 754295
e. info@cfa-marketing.com
www.cfa-marketing.com
Client
Celotex
Sector
Construction
Brief
Celotex, the UKs leading
manufacturer of PIR
(polyisocyanurate)
insulation and true
innovators in their sector,
required an ambitious
integrated campaign that
would align their brand with
changes to UK Building
Regulations Part L and
Section 6.
CFA case studies_first batch.indd 2 12/06/2014 09:49
CFA also managed a series of press
briengs on the bus during Ecobuild as
well as providing ongoing PR throughout
the 12 month campaign.
Other elements of the campaign included
trade advertising for which CFA managed
creative as well as media planning and
buying. CFA also managed the creative of
a suite of new technical literature.
The results
Creating an innovative stand out
campaign to align brand with change
in building regulations
Innovative approach to events which
generated high levels of engagement
utilising a branded bus to educate
professionals around the UK
A highly impactful approach to
Ecobuild combining a caf, a bus
and product areas
Achieved highest rates of attendance
at Building webinar and highest click
through for building.co.uk take over
Integrated traditional elements
such as PR and advertising with
off page activities
CFA Marketing
Palace Court,
15-17 London Road
Maidstone, Kent ME16 8JE
What can we do for you?
Contact us at:
t. 01622 754295
e. info@cfa-marketing.com
www.cfa-marketing.com
CFA were great to
work with due to their
knowledge and expertise across
all of the marketi ng channels.
This led to a highly successful
campaign that exceed all of our
objectives and expectations.
Bex Hartlebury, Marketing
Communications Manager
CFA case studies_first batch.indd 3 12/06/2014 09:49