Winner Story: Sounds Like Infrastructure

Sounds Like Infrastructure by Ferrovial

2022 Award of Excellence: Features – Branded (Series)

This week, we’re focusing on our diverse community of podcast innovators. We took a closer look at Ferrovial, a global provider of sustainable infrastructure and services, who partnered with Veleta Media to produce a new and exciting podcast that has expanded their visibility in international markets.


At first glance, talking about infrastructure doesn’t seem appealing. Aiming to explain infrastructure projects in a fun, non-technical way, Ferrovial shares true and inspiring stories that explain why the infrastructure around us is developed, how it is integrated into our landscapes, and how it becomes an essential part of our lives. Despite a strong reputation in Spain, Ferrovial had difficulty reaching the general public in the United States and the United Kingdom, two of their main markets. With Sounds Like Infrastructure, they strive to explain, in a natural and non-technical way, how bridges and tunnels are actually built in order to connect with their target audiences.
Their aim with the podcast is to: Increase brand recognition and connect with the general public in the United States, United Kingdom, Spain, and Latin America Explain our major international infrastructure projects in a simple and attractive way and highlight their benefits for society Humanize the brand by giving [increased] visibility to Ferrovial employees
And so, the Sounds Like Infrastructure / Sonidos de Infraestructuras podcast was created. They let Ferrovial employees discuss what they do alongside the credible testimonies of external experts like scientists, historians, architects, and engineers. Episodes are customized depending on the language and target audience, with each episode including a historical fact or anecdote that is then linked to a Ferrovial project. Sounds Like Infrastructure and Sonidos de Infraestructuras is a podcast produced by Ferrovial and Veleta Media.