The Challenge
RHTL.tech is a technology construction firm revolutionising construction in Ireland and the UK with its pioneering 3D construction printing (3DCP) technology – an automated process capable of building homes with unprecedented speed and efficiency. However, despite this, awareness of their groundbreaking work had yet to reach the scale of their ambition, which is to become a leading force in modern methods of construction in the next 5 years. With the impending unveilling of the first 3D printed social housing project in Ireland and the UK, HTL.tech approached Harte Media to help:
- Amplify awareness of 3DCP as a credible, scalable construction method.
- Establish HTL.tech as a trusted, forward-thinking partner for government and private investors.
- Position 3DCP as an integral component to solving Ireland’s housing crisis.
- Drive investment interest and strategic engagement across Ireland and the UK.
The challenge was not only to make 3DCP technology known, but understood, trusted, and embraced.
Our Solution
We developed a communications campaign based on three pillars: Authority, Emotion, Momentum:
1. Authority: Build Trust Through Strategic Alignment
We positioned HTL.tech at the intersection of innovation and policy, showcasing its alignment with Housing for All and government modernisation strategies. Messaging focused on precision, sustainability, and delivery speed — critical touchpoints for investors and housing bodies.
2. Emotion: Make the Technology Human
We used the Grange Close housing project in Co. Louth — the first 3D printed social housing development in Europe — to tell a people-first story. Real families receiving keys to sustainable, affordable homes built in record time became the heart of the narrative.
3. Momentum: Create a Media Drumbeat
From initial groundwork in May 2024 to the home handover in February 2025, Harte Media delivered a rolling media campaign:
- Broadcast interviews with Managing Director Justin Kinsella
- Targeted stories in RTÉ, Irish Times, Irish Independent, Business Post, Virgin Media News, BBC, Newsweek
- Engaging digital content, including time-lapse videos of the printing process
- A major media activation at the home handover ceremony, attended by members of the Oireachtas, County Councillors and leaders from the construction sector.
The Outcomes
- 44 pieces of earned media across national, regional, and international press
- Over 7 million views and impressions across TV, print, digital, and social
- 100,000+ video views of the 3DCP process across multiple channels
- Coverage in The Irish Times, RTÉ, BBC, Newsweek, Business Post and more
- Recognised in media as “a game-changer for the housing crisis”
