Discover how Frontier PR positioned Whitecroft Lighting as the leading voice on innovation and sustainability in UK commercial lighting.
Discover how Frontier PR positioned Whitecroft Lighting as the leading voice on innovation and sustainability in UK commercial lighting.
Raise awareness of its innovations and the principles and benefits of circularity and sustainability in commercial lighting, and the compelling business case for customers.
Whitecroft Lighting is a leading force in UK commercial lighting , trusted by market-leading office spaces, hospitals, universities, schools, , facilities management, and retail – plus a range of other commercial environments.
The company has built an enviable reputation for innovation, including smart sensor-driven lighting, and LEDs designed to meet the unique needs of the nuclear power industry.
Whitecroft has also become a pioneer in reducing waste and materials, such as plastics, by using the principles of circularity.
This has given the company a unique competitive advantage, and Whitecroft is at the forefront of the measurement and reduction of embodied carbon in mechanical and electrical services.
Because Whitecroft Lighting had so much to talk about, it needed help to shape its comms activity to achieve impact with its target audiences, prioritise key messages and how best to share them.
We identified the company’s strengths and the people who could best convey them, such as Tim Bowes, Whitecroft’s circularity expert, and numerous other project managers.
We positioned Tim as a trusted thought-leader on circularity, sustainability and whole life carbon reduction in M&E – particularly embodied carbon.
This started in 2022 with a series of crafted blogs from Tim on proposed embodied carbon legislation, which led to Tim then engaging directly with the media at the annual Future Build tradeshow.
Frontier PR then used Tim’s new profile as a launch pad for generating high-value media coverage and engaging owned marketing content.
Frontier PR also worked closely with Whitecroft’s customers and supply chain, gaining invaluable advocacy and opinion from influential industry figures, elevating the value of media coverage, and forming the basis of guest blogs and case studies.
By April 2025, Frontier PR had secured over 220 pieces of individual media coverage for Whitecroft, with an Advertising Equivalent Value (AVE) of more than £750,000.
This coverage included many of Whitecroft’s major projects, key markets and innovations, manufacturing processes, thought leadership and thoughts on circularity and carbon reduction.
Engagement with customers and the supply chain resulted in 10 guest blogs, and Frontier PR has worked closely with more of Whitecroft’s in-house experts to produce numerous blogs and case studies, including projects such as Hickley Point C, the refit of 80 Curry’s stores and West Coventry Academy.
Frontier PR also led Whitecroft Lighting’s award-winning submission for the 2024 CIBSE Building Performance Award, with the company triumphing in the Manufacturer’s Embodied Carbon Award category.
Whitecroft’s Lighting’s public and market persona is now far more representative of its place as the leading innovator in UK commercial lighting design and manufacturing.
What did Whitecroft Lighting say?
Marcelina Fila, Whitecroft’s Marketing Manager: “We started working with Frontier PR because we recognised that we needed specialist communications to support our ambitious plans for growth and change – particularly in high-value markets and around our pioneering work in sustainability and circularity.
“Frontier PR has consistently demonstrated its expertise in public relations, helping our company communicate effectively with our target audience.
“Its strategic thinking and proactive approach has enabled us to successfully create and promote our lighting solutions, build our thought-leadership and create engaging content, resulting in consistent positive coverage for our brand.
“On a personal level, David and his team are a pleasure to work with and I highly recommend him and Frontier for any PR-related assignments.”
Outstanding Campaign Activity
PR activity included case study-driven and media coverage featuring education, healthcare, nuclear energy, retail and circularity, including advocacy from the likes of Currys, Henderson Warnock, Skanska, EDF and NG Bailey.
Other examples of campaign successes:
If you’d like to talk to Frontier PR about this campaign, or share in Whitecroft Lighting’s PR success story email david@frontierpr.co.uk or call 07939 137 098
This site uses cookies that enable us to make improvements, provide relevant content, and for analytics purposes. For more details, see our Cookie Policy. By clicking Accept, you consent to our use of cookies.