Best use of data in a B2B marketing campaign 2007 - Runner up

Best use of data in a B2B marketing campaign

Runner up: Tees Valley Regeneration and Northumbrian Water

Agency: Rocket Science

Campaign: Inward Investment

TVR needed to identify a unique selling proposition for the area and then to target specific company types whose business would be made easier and more profitable if they relocated to the Tees Valley and could have a serious impact on their business if they stayed where they were. The USP identified was the area's abundant and sustainable water supply and waste water infrastructure.

New legislation was making extraction and disposal of water increasing difficult for companies in areas where water tables and rainfall were low. In addition global warming has moved water-supply issues up the agenda. The good water supply meant that there were many other companies from high-water usage industries already in the area. New entrants to the region could therefore be confident of finding suitable skills, suppliers and infrastructure which would make relocation easier and more appealing.