For Futurebuild 2023, the challenge was to create a campaign that went far beyond filling exhibition floor space. The goal was to galvanise an entire industry - exhibitors, visitors, speakers, sponsors and partners alike - around a single, urgent call to action: Take a Stand.

One message. One movement.

At the heart of the campaign was a deceptively simple idea. Rather than talking at the industry, Futurebuild invited it to join a movement. Professionals from every corner of the built environment including architects, developers, engineers, manufacturers and consultants were asked to declare what they were personally taking a stand for and commit to playing their part in driving the industry towards net zero.

What made the campaign truly distinctive was its cohesion. Where many events separate their exhibitor and visitor marketing into siloed messages, Futurebuild built a single, unified identity that ran through every touch point. From the initial campaign launch to the last day of the show floor, and everything in between. The 'Take a Stand' visual identity and messaging was impossible to miss: in email inboxes, on social feeds, in industry publications and across partner websites.

From launch to live

The campaign was set in motion with a dedicated launch event aimed at manufacturers, where Futurebuild's Event Director and key industry voices came together to explain why taking a stand wasn't just a tagline - it was an imperative. This was backed by an industry-wide research piece on the role of specification in meeting net zero, giving exhibitors both the context and the conviction to get involved.

From there, the campaign rolled out across every channel. A targeted exhibitor campaign combined direct mail, email and PPC, while exhibitors were equipped with bespoke assets. These were branded with their own logo and their individual 'Take a Stand' commitment to amplify the message across their own networks. On the visitor side, a strong direct mail campaign reached architects, a dedicated VIP programme rewarded key attendees, and PR activity ensured the campaign had reach well beyond Futurebuild's own channels.

Over 90 industry partners and leading built environment media outlets actively promoted the campaign. Partners guest-edited the Industry Insider newsletter, curated sessions on the Knowledge Programme and shared social content with their audiences. Speakers promoted the initiative through their own asset packs. At the event the message was inescapable, from exhibition stands to seminar theatres, from digital signage to a giant wall of visitor pledges, and the 'Take a Stand' pin badges worn by everyone in the building.

An industry got behind it

The response was extraordinary. The campaign didn't just meet its targets, it surpassed every single one of them. Thousands of professionals shared what they were taking a stand for. Exhibitors embraced the message as their own. Visitors arrived not just to browse, but to be part of something. The event grew by 22, and the sense of shared purpose that defined Futurebuild 2023 was felt across the entire industry.