Brief
Cenex is the UK’s first Centre of Excellence in low carbon and fuel cell technologies. Government-funded, its mission is to promote UK market development and competitiveness in low carbon and fuel cell technologies for transport applications. It was appointed the Department for Transport’s delivery partner to develop a new Low Carbon Vehicle Procurement Programme (LCVPP). The goal of the LCVPP was to help reduce carbon emissions from road transport by accelerating the introduction of lower carbon technologies into the UK commercial vehicle market.
Say’s mission was to educate, create awareness and stimulate stakeholder buy-in to the low carbon technology programme.
Solution
The strategy was to leverage Cenex as the champion of the government’s vision of near ‘decarbonised’ road transport and as an authoritative source of information on the future of carbon free vehicles.
Cenex identified the need for a showcase industry event. The industry needed somewhere where vehicle manufacturers and suppliers could demonstrate their lower carbon technologies, provide information about real world performance and showcase vehicles - with the obvious potential for follow-on sales.
Subsequently Cenex hosted the UK National Low Carbon Vehicle event, a national exhibition and conference. Say’s role was to build profile and interest among exhibitors and attendees, communicating Cenex’s proposition and messages to each target audience.
Result
Over 750 delegates attended the UK National Low Carbon Vehicle event. Seventy low carbon and electric vehicles manufacturers’ exhibited including Citroen, Ford, Lotus, Mercedes, Mitsubishi, Nissan, Tesla and Vauxhall.
Eleven journalists attended the event, with Say managing a busy press office. Say set up interviews with The Guardian, Channel 4 News and a range of automotive and green technology trade press.
Client Verdict
“The success of the event campaign clearly demonstrates Say’s ability to deliver tangible results in the field of issues-related media relations. In addition to generating high volumes of coverage for Cenex, Say has provided, and continues to provide, strategic consultancy and has demonstrated its capabilities in organising, running and managing events.” Cenex www.cenex.com