Best B2B public relations campaign - Winner

Best B2B public relations campaign

Winner: JCB Dieselmax

Agency: Fingal

Campaign: Land speed record, 2006

The JCB Dieselmax project began with Anthony Bamford's dream of showcasing his company's new JCB444 diesel engine. The campaign aimed to:

- Reinforce JCB's iconic status in the UK

- Raise JCB's brand awareness in the US

- Raise staff morale by making them feel part of a winning team

- Use the project to appeal to the graduate engineering community

- Secure documentary film of the project to be shown in UK and US

- Create and manage a dedicated website

- Publish a book of the project

- Provide film and photography for future JCB use.

Key suppliers included land-speed journalist David Tremayne, whose task was to write the media kit plus the book of the project; photographic and video news distribution agencies to provide images to JCB; PR consultancies to create a campaign; onboard camera specialist to work closely with the engineering team and land-speed expert microlight pilot to ensure aerial images.