Reynaers Aluminium UK’s customer-centric campaign that guided customers through changing building regulations has been shortlisted for a G22 award. Award winners are set to be announced on Friday 25 November 2022 at the Intercontinental Hotel Park Lane London.
“As a leading aluminium systems supplier, we see it as our responsibility to keep our customers up to date regarding changes that affect their business, particularly in the application of our products,” explained Richard Hall, Reynaers’ managing director. “Our technical services director, John McComb, was part of the regulatory committee involved in devising the changes, so we were perfectly placed to be a leading voice for the industry and were one of the first to lead conversations on the topic. It’s an honour to be shortlisted for such a prestigious award and we wish all the nominees the very best of luck.”
The ‘Part L – Be Reassured with Reynaers’ campaign is up for ‘Promotional Campaign of the Year’ this year, after having achieved a huge audience through a range of communications techniques. The campaign attracted the majority of Reynaers’ UK customers to a series of online and in-person events, its representatives reported.
The aim of Reynaers’ campaign was to reassure Reynaers customers and key stakeholders, outline how the 15 June changes to Part L of the building regulations would impact businesses and detail how Reynaers’ premium profiles and accessories could help to comply. The Reynaers team devised content that addressed the challenges and confusion that customers may have had around the changes. Reynaers, alongside its PR and marketing agency, devised a campaign that exploited all media channels and tools at Reynaers disposal, including advertising, public relations, direct marketing and personal selling.
One of the biggest talking points of the campaign was a series of regional roadshows which ran in March. The face-to-face events, some of the first to take place on this topic after the Covid-19 pandemic, were fully booked with fabricators, installers and architects attending from across the UK. Reynaers supplemented this by hosting an online webinar to ensure that as many of its customers had access to the support and information.
