IQ Quarry Garden wins at Association Excellence Awards
Centrepiece of IQ’s centenary celebrations in 2017 wins ‘Best Marketing, PR or Social Media Campaign’ category
THE Institute of Quarrying (IQ) is celebrating its recognition at the fourth annual Association Excellence Awards, hosted at the KIA Oval in London on Friday 12 October 2018.
IQ’s ‘Quarry Garden’ campaign was judged the winner in the ‘Best Marketing, PR or Social Media Campaign’ category at the Awards, which celebrate the work of trade bodies, professionals’ membership organizations and associations. The IQ Quarry Garden was the centrepiece of IQ’s centenary celebrations in 2017.
James Thorne, IQ’s chief executive officer, said: ‘The inspiration for the Quarry Garden came from one of our members. Our internal communications team took that inspired idea and worked with Nottingham PR and marketing consultancy Redbrick Communications to deliver a far-reaching campaign targeting our members, people working in quarrying, the general public and other stakeholders. It was this close partnership that delivered such a great result.
‘Personally, I am delighted for the IQ team and our members, as it shows that what we are doing as a membership body is admired by our peers. It is also a great advert for the sector and shows that we are forward-thinking when it comes to making what we do more appealing to young people looking at the industry as a future career.’
The IQ Quarry Garden campaign included a diverse mix of media relations, social media, moving images, digital, literature and events. Partnerships with Nottingham Trent University and Nature After Minerals provided rich content for video, social, press and digital communications, whilst support from sponsors also enriched messages around the garden and its development.
Sarah Fry (pictured third from right), business development and communications manager at IQ, led the team that delivered the Quarry Garden project. She said: ‘When the golden envelope was opened and our name was announced it felt like a just reward for everyone who supported the brave investment in the Quarry Garden. That includes our members, our council and our sponsors.
‘The award is now on display at our head office in Nottingham for everyone to enjoy and as a permanent reminder of our amazing centenary year.’
Clive Purcell (pictured third from left), IQ’s account director at Redbrick Communications, added: ‘Developing the strategy for IQ’s centenary year involved a number of communications strands, of which the Quarry Garden was just one. But it was the big one! The fact the garden won Best in Show, Best Construction and a Gold Medal all added to the messages around sustainability and the positive environmental impact of minerals extraction.
‘But, ultimately, it was that single light-bulb moment of Glyn Barnes FIQ, who suggested a garden as a way of bringing quarrying into the public’s front rooms, that provided the spark for everyone’s success. Thanks Glyn!’