Winning campaign
10
December 2018
Quarry Garden Campaign
The story of an initiative that helped the Institute of Quarrying
win Best Marketing, PR or Social Media Campaign at the recent
Association Excellence Awards at the KIA Oval.
n 2017, the Institute of
Quarrying (IQ) marked its
centenary and celebrated in
style, embarking on its largest
ever PR campaign.
In creating a show garden at the first ever
RHS Chatsworth, the idea was to raise the
IQ profile, show the positive impact of the
industry on the environment and showcase
the career development opportunities
within it.
The campaign saw the IQ collaborating
with diverse stakeholders, from the Duke
of Devonshire to Nottingham Trent
University, and embracing partners and
people from across the industry.
The ‘garden’ concept demonstrated the
benefits of quarrying, both in providing
materials for the built environment, as well
as the natural environments needed for
biodiversity. At 480sqm the Quarry
Garden was one the largest RHS show
gardens ever.
The campaign showed just what an
organisation can achieve when it acts
outside of its usual boundaries and as
a result the association was rewarded
with three accolades: a Gold medal
along with ‘Best Show Garden’ and ‘Best
Construction’.
Afterwards, the garden was permanently
rehomed at the National Memorial
Arboretum to create a lasting legacy.
An integrated campaign involved a range
of communications targeting IQ members,
people working in minerals extraction and
the general public. Film, press, social media,
copywriting, events, design and print
were all delivered and the resulting media
coverage generated a 200% ROI.
The objectives of raising the IQ profile;
informing the public about the benefits of
quarrying and driving interest in careers
within the industry were all clearly met
and The Duke of Devonshire was one
voice bearing testimony to the campaign’s
effectiveness:
“As patron of the Institute of Quarrying,
I was delighted that the Institute marked
its centenary with the Quarry Garden,
which featured so prominently at the first
RHS Chatsworth Flower Show. Its design
and message clearly resonated with the
RHS judges and the Institute’s members
must be congratulated on the success of
the garden, winning Best in Show, Best
Construction and a Gold Medal.
“I congratulate everyone involved in the
garden. It was a brave investment which,
by its very success, has provided a solid
return and it was a wonderful way to mark
100 years. I sincerely hope it is enjoyed for
many generations to come at the National
Memorial Arboretum.”
AEA 2018
The IQ PR team tells AEM that winning
the Association Excellence Award 2018
award was also “fantastic” and “a permanent
reminder of our amazing centenary year
and shows that what we are doing as a
membership body is admired by our peers.
When the golden envelope was opened
and our name was announced it felt like
a reward for everyone who supported the
brave investment in the Quarry Garden.
That includes our members, our council,
and our sponsors.
“It is also a great advert for the sector,
recognising the positive impact the
campaign has had in attracting new talent
to the mineral extractives industry, as well
as explaining the value of the industry to
the general public.”