Panama Canal Supersized
Promotional Campaign > Promotional Campaign-Mixed Media
- 2nd Place
MWH leadership team had immense foresight to invest in this documentary as the central platform. Once the commitment was secured, the communications and marketing team applied a breadth of ideas and techniques including social media, video creation, website landing pages, community events, and traditional public relations to ensure that this epic project saw continuous media coverage.
By centering the teams’ attention on the documentary, MWH constructed an ideal media platform to tell their story. The documentary served as a concrete milestone to tell the broader story of designing one of the world’s largest projects.
MWH secured an estimated $102,000 in media coverage. Two television interviews were secured with NBC affiliates in Denver and Chicago as well as a radio interview. An interactive back-end webpage was created to drive traffic and tell the Panama Canal story. Additionally, a three-week social media campaign ran prior to the debut to further promote their role. By hosting three private screenings of the documentary across the U.S. the team was able to directly connect with clients in distinct markets based on the company’s key growth areas.
Overall, the team was able to keep this one project continuously in the minds of media, the community, and our targeted audience of global business leaders, AEC industry leaders and current and potential clients. Throughout the close of 2014 and all of 2015, the MWH team was able to secure some form of media coverage every month using various channels from Hydro Review to NBC from Facebook to NPR.