Work / Belgard

The world’s leading
hardscape pavers.

Challenge

Outdoor spaces can be the perfect place for families to share special moments and create lasting memories, but for many homeowners, a big project like transforming a backyard or redoing a patio can feel overwhelming. To help guide homeowners through the process, Belgard challenged us to create a campaign that would give their customers the confidence they needed to go from inspiration to project planning.

Print Advertising

Research has shown that homeowners desire outdoor environments for sharing special moments and creating lasting memories. So throughout our Belgard campaign, we featured personal scenes that evoked emotion while simultaneously highlighting the long-lasting products and settings.

Long live summertime
Long live we time
Long live happy hour

Collateral

To fuel inspiration, we drove prospects to the free Belgard Idea Book filled with personal scenes designed to evoke emotion while highlighting Belgard’s long-lasting products and settings. The book not only helped expand the homeowner’s imagination, but provided practical information to help them get started.

Long live inspiration
Time to dream
Your dream come true

Online Promotions

Our fall promotion focused on autumn’s favorite pastimes – football, outdoor cooking, and backyard gatherings. Called the Belgard Backyard Tailgate, the sweepstakes provided entrants the chance to win a Belgard outdoor grilling station and encouraged consumers to think about their outdoor cooking experiences. We invited consumers to identify their tailgating style and share the results of a short, fun quiz, which led them to a collection of grill recipes and outdoor entertainment tips.

Public Relations

Public relations and social media kept Belgard prominent with consumer and trade audiences and encouraged ongoing engagement. We leveraged trade shows for optimum editorial coverage and coordinated consumer sweepstakes that provided content for seasonal conversations with consumers. Prospect information was captured for continuing dialogue through e-newsletters.

FOX Charlotte logo
Daily Herald logo
The Dallas Morning News logo
Sunset logo

Results

In the first eight months of the campaign, more than 20,000 QR scans requesting the Idea Book were generated, and goals for total catalog requests were surpassed month after month. The campaign achieved an average of more than 2 million annual editorial impressions, with nearly half a million entries in the sweepstakes.

Our Work

At the end of the day, it’s about doing great work that gets results.

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