The Portland Cement Association: Paving Campaign

The Brand  |  2010 Paving Campaign  |  2011 Pothole Season

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Challenge: Bring attention to the advantages of selecting concrete over asphalt for state road projects both in local markets and nation-wide, and let concrete compete fairly for new projects.

Scope: Print Advertisements, Billboards, Bus Shelters, Web Banners

Results: Awarded best-overall communications work by the construction industry. Made concrete front-page news in newspapers, earned coverage from Public Radio, CBS News, blogs and message boards. Recently credited with enabling the concrete industry to compete for and win over $57 million in new road projects. In a single state.

Trivia: This campaign marked the first time the concrete industry directly took on the market leader in paving.

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