As an international engineering consultancy founded in Denmark, COWI has a strong presence in the Scandinavian market.
Aspectus was tasked with introducing the company to the UK media and developing a compelling brand narrative to raise its profile by championing its engineering expertise in roads, rail and bridges alongside leadership in sustainability.
Our Approach
We developed a robust media strategy, creating messaging that resonated with journalists, while meeting the brand’s strategic priorities. This was achieved by coupling expert understanding of the media landscape with what COWI wanted to be known for – the bringing together of expert minds across transportation engineering services to build a more reliable, sustainable future.
A key campaign theme was created: the power of collaboration to reach new engineering heights, inserting COWI into the conversation around challenging upgrades to aging transportation infrastructure, highlighting the firm’s track record of successful integrated project work.
To create media buzz, we developed an article on best-practice collaboration in the context of a widely discussed news topic: Network Rail’s CP6 strategy. Securing coverage in leading UK trade rail and engineering titles, this firmly put COWI on the map for target UK media.
Following this, we maintained momentum, developing a set of proactive and reactive content to keep COWI on the beat of trade media conversations, and elevate into national media with op-ed style pieces focused on the Scottish region.
Results we’re proud of
7m+
Total UMU
32
Pieces of coverage, average at over one piece per week for the entire length of the campaign
50
Average DA, supporting COWI’s own digital searchability footprint
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