Cities For Our Future
Royal Institution of Chartered Surveyors (RICS)
B2B communications, Property PR
From a UK trade body to a global thought leader.
2018 marks the 150th Anniversary of the Royal Institution of Chartered Surveyors (RICS). Throughout its history RICS and the surveyors who are its members have been instrumental in safeguarding and future proofing cities, buildings and land around the world. Today RICS is a global body with over 200,000 members globally.
To celebrate the anniversary and position surveying as an attractive and relevant career for today’s graduates, we created Cities for our Future, a global competition challenging students and young professionals to come up with solutions to some of the most pressing problems facing cities around the world – all for the chance to change the world and take home £50,000.
Challenging students to solve the problems of global cities
We We delivered a truly integrated campaign to develop and launch the competition, recruit two key partners – UNESCO (UK Commission) and The Association of Commonwealth Universities – and drive entries. To ensure our campaign was relevant in countries right around the world, we worked alongside regional governments and RICS members to identify 24 problems in different cities spread around the globe. We worked with RICS teams in each market to launch the competition and assist them in recruiting judges and mentors to advise entrants on how to develop their ideas.
A strong call to action to enter was communicated with a category-defying campaign across digital, social, print, partnerships and PR. During the competition entry period we drove over 100,000 visits to the competition website site and more than 1,200 people from all over the world entered the competition.
Media engagement was built into each stage of the competition, with every key moment, including the launch of the competition and the announcement of the regional winners, generating media coverage in key national, regional and sector titles. The media campaign culminated in the announcement of the global winner in November 2018, which generated high profile global media coverage carrying RICS key messages.
For the winner announcement alone we had a digital campaign reach of 50m globally. The competition website reached 250k unique visitors and media reach was 538m globally. In the immediate aftermath of the campaign the winner was approached directly with a number of investment offers and he has since built his prototype and been named by Forbes magazine as one of the 30 people under 30 to watch in Asia.
The ultimate aim is to partner with city governments and the private sector to pilot one or more of the best ideas from the competition in cities around the world, demonstrating the contribution that RICS and the surveying profession have to play today and in the future.
This was a
B2B communications & Property PR
Project for RICS