Sustainability and 'green' PR

Understanding and influencing the green agenda on your behalf

Environmental issues are top of the current news agenda and companies are falling over themselves to position themselves as 'green'. It's a competitive media environment but one that BOTTLE PR understands very well. Journalists can see through 'Greenwash' in an instant, so communications around this issue need to be focused, intelligent and tailored to the news agenda.

If your business is doing something to help the environment - give BOTTLE PR the green light to get you some great PR coverage.

Our consultants have impressive experience of green advocacy programmes having previously worked for businesses such as Baufritz (UK) Ltd, Grand Designs, NYC & Company, first:utility and others.

Whether it's the CRC, CERTs, Kyoto or Copenhagen, BOTTLE PR keeps abreast of breaking green issues in the news. We advise our clients to ensure that they are fully informed at all times and ready to maximize opportunities as soon as they arise.

What can we do for you?

Get you noticed and talked about - for the right reasons
Keep on top of the green news agenda and highlight opportunities for you to get your message across
Advise you on how to get your 'green stories' picked up by the press
Offer media intelligence and insight - we know who writes green stories and what angles get them excited
Identify and target key media (online and traditional)
Help you reach specific audiences
Provide award-winning service that could lead to industry awards for you too
Bring a knowledgeable perspective to your plans and products

As we have done for:

First Utility
CA Group
Green Energy Options
IMServ
ARK
Northamptonshire Enterprise Limited
Christchurch Harbour Hotels

CASE STUDY: first:utility

In 2008 BOTTLE PR developed and implemented the 'Knocking the Big 6 for 6' campaign for first:utility. The objective of the PR campaign was to raise the profile of the independent energy supplier first:utility to build customer numbers and launch a mass-market offering across the country, as the UK's first independent smart meter energy supplier.

The PR strategy was twofold. Firstly, as an entrant to a very new and crowded market, BOTTLE PR decided to focus on positioning the company as a new, innovative and challenger brand. This had particular resonance with sector-specific media who recognised just how antiquated the Big Six's offering had become. Secondly, because first:utility's offering was unique, BOTTLE PR recognised it was vital to educate the mass market on the issues involved; specifically, smart metering and the benefits for consumers - accurate and monthly billing, the ability for consumers to change their energy management behavior.

The timing of the launch (Autumn 08) meant that issues around energy were at the forefront of the media. The backdrop of increasing wholesale energy prices also served to intensify media interest.

Prior to launch, BOTTLE PR sold in an industry exclusive with key titles including, Utility Week. This was followed on the day of the launch with interviews for Daeche on Sky News, BBC News24, BBC Working Lunch and Radio 5 Live.

BOTTLE PR's strategic approach to the campaign is what made it such a huge success. Rather than simply approaching it from a tariff-focused niche appeal, BOTTLE PR advised, positioning first:utility as the challenger brand within the energy marketplace, and the first genuine alternative to the existing providers. It was this positioning that led to the ultimate success of the campaign.

In total 75 pieces of media coverage secured throughout the launch. After the BBC Watchdog piece appeared, first:utility received in excess of 3000 hits over the following 24 hours. The norm before being 50 hits per day - an increase of almost 6000%

CASE STUDY: CHRISTCHURCH HARBOUR HOTELS/GARY RHODES

BOTTLE PR was appointed by Gary Rhodes in 2008 to manage the promotional PR for his new establishment, Rhodes South situated on a Site of Nature Conservation Interest (SNCI) on the Dorset coast. Conveying its environmental credentials as well as encouraging bookings were key elements of the brief.

Rhodes South is the latest fine-dining offering from Gary Rhodes, located on the edge of Mudeford Quay. Rhodes South is an environmentally-friendly waterside restaurant offering not only unsurpassed views and service, but the highest standards of cuisine. The restaurant is the UK's first carbon positive restaurant built by leading German eco-builder Baufritz.

The restaurant is made predominantly from timber so it acts as a carbon sink, storing 100 tonnes of carbon more than was emitted during manufacture and construction. In addition the restaurant is built entirely from toxin free materials with no chemicals used in the construction - all glues, paints, sealants etc. are made from organic materials. The 40cm thick timber walls packed with organically treated wood shaving insulation making it super energy efficient.

BOTTLE PR also organised the very successful launch event attended by 30+ media correspondents from the likes of: GMTV, ITV Meridian, Daily Mirror, Flavour Magazine and More! As part of the subsequent 12-month PR campaign, BOTTLE PR secured 'green' coverage in: Sustainable Business, Grand Designs, Sunday Times Daily Express, Times Online.

CASE STUDY: NORTHAMPTONSHIRE ENTERPRISE LIMITED (NEL)

BOTTLE PR works with NEL to develop and deliver campaign-led and brand awareness Place Marketing and PR activity targeting both consumers and businesses within and outside of Northamptonshire. Issues around sustainability formed a key part of the PR programme.

Most recently, the team worked with NEL to secure Kevin McCloud, designer, author and TV personality to lend his support to the Northamptonshire Enterprise Limited initiative at MIPIM, one of the world's largest investment, property and development fairs in Cannes. Kevin was at the event representing NEL and delivered a speech to key delegates, describing his passion for sustainable forms of construction and outlining plans to develop the Northamptonshire-based industry cluster, as well as talking about sustainable developments already underway in the county.

MIPIM also gave Northamptonshire the platform to showcase the plan for an £8million, 4,000 square meter, state-of-the-art business incubation centre - the iHub building - which is due to be built in Daventry in December 2009. The iHub will become the home of development innovation to help reduce waste, improve energy consumption and cut water waste.

Kevin's involvement gave NEL a great spokesperson to support its plans, strengthening and raising its profile, and resulted in some excellent, high profile media coverage around the event including coverage in Property Week, Heart FM, BBC Radio Northampton, Building Design Magazine, Regeneration & Renewal, Planning Resource, Midlands Business Insider and Northampton Chronicle & Echo, and the Daventry Express.

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