
300K
Holiday Page Visits
40%
Increase in Brand Page Visits
11%
Increase in Keyword Search Volume
Launching Asphalt Day, publicizing its history and vital role in infrastructure
Discover how we took an overlooked, crucial material and made it a moment of celebration with Asphalt Institute. Asphalt Day was created to educate the public and industry professionals about its crucial role in infrastructure with nods to its history, international subtleties, and a focus on the future, driving engagement and promoting sustainable asphalt practices.
The Brief
The Asphalt Institute, the leading voice in the asphalt industry, sought to launch a campaign to acknowledge and combat misinformation around asphalt’s negative association with climate change. Without a novel news hook, we had to come up with a timely reason to interest media and industry professionals. We launched Asphalt Day as an annual holiday, dedicated to raising awareness about the critical role of asphalt in buildings, its importance in city codes, and maintaining civic infrastructure. The goal was to engage industry professionals, policymakers, and the general public, highlighting the critical importance of well-maintained roads and highways. We also wanted to combat negative associations between concrete and climate change, so we highlighted the Institute’s sustainable practices and future innovations.
The Execution
Our strategy was to create a multifaceted holiday marketing campaign that positioned Asphalt Day as a key event for industry recognition while making it accessible and engaging for the general public. We began by developing a series of digital assets, including educational videos, infographics, and articles, showcasing the importance of asphalt in daily life, as well as the latest sustainable innovations within the industry.
The campaign included a strong focus on social media, launching the hashtag #AsphaltDay to create buzz and encourage industry professionals to share their insights and experiences with asphalt projects. We also engaged influencers in the construction and environmental sectors to help promote Asphalt Day and highlight the Institute’s efforts in promoting greener, more sustainable asphalt solutions.

The Result
The Asphalt Day holiday campaign achieved significant success, bringing widespread attention to the importance of asphalt in infrastructure, and driving a heavy increase in online search volume on the particular holiday. Employees and partners of The Asphalt Institute used the day for employee engagement, encouraging social posts with #AsphaltDay. The educational content was used later on their digital campaigns, leading to a 40% increase in visits to the Asphalt Institute’s website.