The Challenge

Arup is a traditional multinational project engineering company, known worldwide for its many sustainable and innovative projects, such as the Sydney Opera House, Beijing´s Bird Nest, Rio 2016 Olympic Games related operations, among others.

The company aimed growth in Brazil and other Mercosul countries such as Colombia and Chile, emphasizing its global expertise and other attributes to its stakeholders.

Race Comunicação was hired by Arup to manage its external communication in Brazil, that is, to work as its press agency, as the company does not adopt any sort of advertisement nor takes part in any big events of the field.  

The Strategy

Race Comunicação carried out a great immersion in the reality of the costumer to fully comprehend the tasks, the market and the employer's profile, so that, afterwards, it could trace the company's stakeholders in Brazil, understand the media profile that would impact its public, as well as performing a Media Training with the professionals selected as spokespeople.

The agency, in an aligned strategy with the American based communication crew, prioritized big business magazines and newspapers and technical magazines that are widely consumed by professionals of the field.

Race furthered meetings between Arup representatives and the press, arranged newsroom visitations and invited the editors of the main architecture and engineering newspapers for a lecture with Arup's director. Race´s goal was to obtain a greater success rate in the disclosure of releases, assignment suggestions and consequently attending the agendas of newsmakers.

The Results

Reports were released in the greatest news agencies of Brazil and Arup's spokespeople became increasingly requested as sources for interviews in the specialized media, with a 50% growth in the number of solicitations when compared to the start of the agency's work period. Also, the index of spontaneous news reports had exponential growth.

Arup signed up many new contracts and had to double the number of its employees and move to a bigger workplace.

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