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Kingspan Insulation & Air
Challenge:
Raising awareness across America’s construction industry of Kingspan Insulation North America’s newly launched OPTIM-R E as a benchmark insulation panel, by securing meaningful coverage in relevant national media outlets.
Background:
Kingspan Insulation North America (KINA), a leading national manufacturer of advanced insulation products based in Atlanta, announced the release of its new OPTIM-R E insulation panel in April 2025. This highly engineered product marked a significant advancement with insulation design. As the industry’s only encapsulated vacuum insulation panel, it achieves up to five times better insulation performance than other types of commonly available insulation materials. Designed to optimize construction sustainability, it further offers superior durability and thin design for space-constrained applications.
KINA sought to raise awareness among architects, engineers, contractors and specifiers across the United States about OPTIM-R E in a manner that cultivated widespread interest with integrating OPTIM-R E as a trusted product into a broad range of construction projects.
KINA tapped The McRae Agency to help cultivate this awareness among national media outlets, with the goal of securing five media placements reaching a readership largely composed of building professionals.
Objectives:
Securing meaningful media coverage for the OPTIM-R E involved a host of challenges. With national media constantly receiving news releases and pitches, the agency team needed to capture editors’ attention and show why the OPTIM-R E should be highlighted in editorial features.
Additionally, as competing manufacturers regularly announce their own product launches, The McRae Agency’s media outreach would need to help KINA stand out by clearly demonstrating the OPTIM-R E’s unrivaled benefits for professional builders. Coverage also needed to specifically detail the advantages of OPTIM-R E in modern construction, in order to encourage engineers, architects, contractors and other industry professionals to integrate the panel in their projects.
To overshadow KINA’s competitors and secure editors’ interest, the McRae Agency team conducted a highly targeted media campaign, applying insightful messaging crafted to appeal directly to industry experts. The team penned a detailed press release and corresponding pitches that strategically positioned OPTIM-R E as a breakthrough innovation that would markedly elevate modern building projects, streamlining and improving construction work as the building industry’s only encapsulated vacuum insulation with superior performance, durability, and sustainability.
To capture industry leaders’ attention, the team underscored how the panel’s highly engineered features, such as exceptional thermal performance and slim design, serve as a benchmark for insulation design, surpassing all other insulation products on the market. The team thoughtfully compiled a press list of relevant national trade publications with readership encompassing architecture, building, and design professionals who would benefit from utilizing this high-performance product. To help hook these publications’ interest, the team tailored pitches for specific outlets detailing how the OPTIM-R E design advantages would impact their niche readership, such as offering cost-effective solutions for new construction and retrofit projects alike.
To further elevate industrywide awareness and trust in OPTIM-R E, The McRae Agency team nominated the product for several prestigious national building-product awards, such as Building Design and Construction’s Top 75 Product Awards, Buildings Magazine’s Product Innovation Awards, and the Architizer A+ Awards. These nominations further expanded on the benefits of OPTIM-R E as an exemplar insulation solution, supporting sustainable building, offering versatile installation and lightweight design, and delivering one of the highest R-values (thermal performance) on the market.
Judged by leading construction and design experts, these highly respected awards play a key role in influencing professional architects’ and specifiers’ decisions in their selection of construction materials. Winning also generates coverage within top industry publications, as well as receiving certifications to incorporate into ongoing product promotion.
Results:
The McRae Agency team’s targeted media campaign resulted in securing 13 media placements among national trade publications, totaling a reach of over 1.52 million, dramatically surpassing the initial target goal. This coverage spanned key publications for the building and design industry, directly reaching the desired audience of architects, specifiers, and additional building professionals. The coverage further highlighted the substantial benefits of OPTIM-R E’s advanced design for a wide range of modern construction projects with its superior thermal performance, flexible installation, sustainability and durability, which will strongly entice project teams to apply this product to their ongoing projects.
The McRae Agency team’s meticulously crafted nominations additionally secured seven prominent national awards for the OPTIM-R E, further cementing its status as a breakthrough solution for insulation performance. These included the Spaces4Learning New Product Awards, the Architect’s Newspaper Best of Products Awards, Architectural Record’s Record Products of the Year, Architectural Products Magazine’s Product Innovation Awards, Buildings Magazine’s Product Innovation Awards, Building Design and Construction’s 75 Top Building Products, and the Archello Awards.
This not only garnered coverage among the industry’s leading trade publications but also provided KINA with coveted award certifications that the manufacturer can showcase on its website and social media as further evidence of OPTIM-R E as a top choice for industry professionals.
Building professionals throughout the U.S. regard OPTIM-R E as a next-generation insulation product, crucial for meeting the high-performance standards of modern construction.