Creative Brief

In today’s crowded digital landscape, capturing attention is more challenging than ever. AEC firms have the complicated task of contending with their competitors’ digital advertising efforts while, at the same time, trying to divert attention away from consumer brands with bloated budgets and endless promises.

Despite these challenges, HNTB outlined a path to success by focusing on the same objectives online as we do offline: providing extraordinary value to our clients.

In 2023, HNTB commissioned a public opinion survey, America THINKS: Funding Congestion Solutions, which was designed to explore public sentiment around price-managed lanes or toll lanes as a solution for reducing highway congestion­­, a topic our toll clients were grappling with across the country.

When survey results showed that the majority of Americans experienced congestion and were open to paying a toll to reduce it, our goal became sharing this valuable insight as broadly and effectively as possible to our toll clients.

As a result, HNTB executed an eight-week LinkedIn advertising strategy to:

• Expand the reach of the highly valuable and hyper-relevant America THINKS public opinion survey results
• Increase visibility of HNTB’s toll expertise and industry leadership
• Capture the attention of decision makers and senior leadership at the firm’s primary toll clients

Using digital advertising on LinkedIn, we successfully extended our ability to provide the ongoing value our clients need to perform their jobs to the best of their ability and make informed decisions.