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Article Date: 20th December 2017

Armitage Shanks - Bicentenary Celebrations Recognised at Construction Marketing Awards 2017

Construction Marketing Awards - Bicentenary Celebrations - Birmingham Town Hall

Armitage Shanks - Construction Marketing Awards 2017

A two-year marketing and fundraising campaign to celebrate 200 years of the Armitage Shanks brand has been recognised at the Construction Marketing Awards (CMAs) 2017, scooping the award for best branding and positioning.

Beginning in 2015, the "#AS200" campaign included a range of advertising and promotional activity, and competitions including an online quiz and an app which allowed users to make their own tunes with bathroom sounds.

CMA judges praised the creative campaign strategy for its clear objectives, using a broad range of activities across the marketing mix. They also stated tactics covered an impressive variety of channels and platforms, with clearly defined audiences.

Katie Cope, UK Marketing Director of Ideal Standard, commented on the award win: "We are thrilled to have won the CMA’s 2017 Best Branding and Positioning Award and we are proud to be taking one of the UK’s most enduring brands into its third century of manufacturing excellence.

"The #AS200 campaign was an extensive and innovative approach to our bicentenary and we are delighted that this has been recognised.

"And, as well as supporting lots of local good causes, we have been able to make a significant donation to the Bowel and Cancer Research charity which is funding vital research which we hope will help advance treatment of bowel cancer."

The #AS200 celebrations marked two centuries of manufacturing excellence and looked forward to a bright future, with a range of activities by the company and staff raising more than £200,000 for local and national good causes.

Armitage Shanks also launched a number of celebrations with its long-standing trade merchant partners, with birthday activities and giveaways taking place at branches across the UK.

The bicentenary culminated last month with a celebratory variety event at Birmingham Town Hall which was hosted by TV presenter Patrick Kielty and starred string quartet Escala and magician David Penn, with pop star Beverley Knight headlining.

The fundraising element of the celebrations was named Armitage Thanks and set a fundraising target of £200,000, which it smashed by £17,000 with more yet to come.

Fundraising events included sponsoring runners in marathons and half marathons, abseiling down the Armitage Shanks building, walking the Three Peaks Challenge and a bake off.

Armitage Shanks even produced 2017 limited edition mini loo money boxes as well as contributing one-off acrylic moths to the A Moth for Amy campaign, a Hull-based tribute to aviatrix Amy Johnson.

Throughout the campaign, Armitage Shanks has committed hundreds of paid hours to the charitable activity. It also provided seed funding for all the fundraising activities and operational costs to ensure every penny raised could be passed directly to charity and local good causes.

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