Case Study: Hoover Dam Bypass Bridge
Completion of the new Hoover Dam Bypass Bridge.
Client: T.Y. Lin International, Civil and Structural Engineering Firm
De Alba Strategy:
De Alba Communications developed a strategic national media relations campaign to showcase T.Y. Lin International’s design, engineering, and architectural leadership and increase its industry reputation with the media, its clients and prospects, and other industry audiences.
Goal: To launch a nationwide media outreach campaign to promote the completion of the Hoover Dam Bypass Bridge (officially known as the Mike O’Callaghan-Pat Tillman Memorial Bridge) and highlight T.Y. Lin International’s role as the lead bridge designer.
Challenges: There had already been substantial media coverage about the $240 million project prior to this campaign. What was not mentioned consistently in earlier coverage was the name of the bridge designer – T.Y. Lin International – the company that had designed what has been called “one of the planet’s newest awe-inspiring superstructures.”
- Feature articles appeared in American Airline’s in-flight magazine, American Way; The San Francisco Business Times; The San Francisco Chronicle; Concrete Products; Concrete UK, Globe & Mail’s (Savvy Traveler column); and World Highways.
- Based on analytics, client website traffic increased by 15% during the campaign.
- Successful positioning of T.Y. Lin International’s Chief Bridge Engineer as an infrastructure/bridge-industry expert has resulted in numerous public speaking requests and ongoing international press inquiries.
- The campaign received a 2nd Place Award in the media relations campaign category at the prestigious 34th Annual Society of Marketing Professional Services (SMPS) National Marketing Communication Awards Gala in August 2011.