PRA Communications, a public relations, communications and marketing firm focused on the mining industry, has won the Marketing award in the 2024 Mining Technology Excellence Awards for their strategic orchestration of the global launch of Boart Longyear‘s subsidiary, Veracio, which is pioneering artificial intelligence (AI)-driven geological innovation.
The Mining Technology Excellence Awards celebrate the greatest achievements and innovations in the mining industry. Powered by the business intelligence of GlobalData, the Awards recognize the people and companies that are driving change in the industry.
PRA Communications won the award for successfully positioning Veracio as a leader in AI-driven geological innovation, significantly expanding their media and social media footprint, enhancing the brand’s credibility with high-quality content, increasing visibility through strategic industry events, and driving business growth and team expansion.
Showcasing Veracio’s AI-driven mineral exploration technology
The mining industry is at a critical juncture, facing the daunting task of scaling up production to meet the burgeoning demand for critical minerals, essential for the advancement of green technologies and a decarbonized economy. McKinsey‘s insights reveal that existing mines need to augment production by 40% to 80% to satisfy the battery sector’s needs. Veracio, emerging from Boart Longyear’s Geological Data Services division, has accepted the challenge, employing AI and machine learning to revolutionize the efficiency, depth, and reliability of core sample and downhole data for mineral exploration and mining companies. In a partnership that began in 2021, PRA Communications has been instrumental in advancing Boart Longyear’s mission through the launch of Veracio.
Elevating Veracio to global prominence
PRA Communications’ strategic marketing efforts were pivotal in positioning Veracio as the world’s most advanced geological technology company. They developed a global communications strategy that included training Veracio’s executive team to deliver impactful messages, ensuring a consistent and influential brand narrative. Their approach included meticulously crafting messages tailored for global markets and providing comprehensive training for Veracio’s executive team to articulate these messages with impact. The launch day was a culmination of these efforts, marked by a global media outreach that successfully captured the attention of key decision-makers across the industry.
The content marketing strategy played a crucial role in enhancing Veracio’s credibility. By creating compelling case studies and white papers, PRA Communications demonstrated Veracio’s industry expertise and thought leadership. The case studies and white papers produced by PRA Communications highlighted Veracio’s breakthroughs in enhancing mineral exploration efficiency. They also strategically placed articles from Veracio’s leadership in prominent trade and business publications, further solidifying the company’s reputation as an innovator in geological technology.
Furthermore, PRA Communications amplified Veracio’s visibility through strategic conference engagements and sponsorships. They identified key industry events, secured speaking engagements for Veracio’s leadership, and leveraged these platforms to showcase the company’s cutting-edge solutions and engage with stakeholders.
Campaign delivering unprecedented reach and engagement
The success of PRA Communications’ strategy is reflected in the impressive metrics achieved between February 2023 and May 2024. With a media reach exceeding 70 million and social media impressions topping 5 million, the campaign’s extensive impact is undeniable. Over 150 media stories globally in various trade, financial, and business media outlets have contributed to Veracio’s increased share of voice, outperforming its two closest competitors. PRA Communications’ dynamic campaign also involved continuous monitoring of industry trends, ensuring Veracio’s messaging remained at the forefront of the sector’s evolution.
The strategic campaign not just met, but exceeded the key performance indicators (KPIs), firmly establishing Veracio as a global leader in providing AI-driven solutions for the mining industry and contributing to the growth of Veracio’s team, now boasting over 140 dedicated professionals. As a result, Veracio now commands a larger share of voice in the industry compared to its closest competitors.
PRA Communications’ award-winning campaign for the launch of Veracio exemplifies the transformative power of strategic marketing in the B2B sector. By aligning with the industry’s trajectory towards sustainable and innovative mining practices, they have influenced the broader conversation around mining innovation. The Marketing award is a fitting recognition of their role in advancing the mining industry, setting a new standard for B2B marketing excellence.
“This recognition highlights our team’s exceptional work in positioning Veracio as a leader in AI-driven geological innovation. Through strategic global communications, we achieved a significant media reach, amplifying Veracio’s brand visibility. Our high-quality content and strategic engagements enhanced their credibility, outperforming competitors in share of voice and driving Veracio’s business growth. Congratulations to Veracio, our team, and PRA Communications and everyone involved – your hard work and dedication have made a remarkable impact.”
– Robert Simpson, President & CEO, PRA Communications
Company Profile
PRA Communications is the only global mining communication, public relations and marketing firm exclusively dedicated to helping mining companies, suppliers and technology innovators by showcasing their brand, key innovations, workforce opportunities, and positive impacts.
Let us help you tell your story, connect with your audiences, and achieve your business objectives. Together, we can create a brighter, more sustainable future.
Michael MacMillan, Vice President, PRA Communications
604-681-1407
Email: mmacmillan@pracommunications.com
Links:
Website: https://pracommunications.com/
