BG Group plc

Brief

We worked for the BG Group for over ten years supporting its New Ventures Division. Initiatives ranged from promoting their portfolio of fuels to Microgen, the pioneer of innovative micro combined heat and power technology. Our brief included media relations, industry and trade events and public affairs support.

Issues

In the early days tackling scepticism among journalists and dismissive attitudes from the general public was a daily occurrence. Initial scepticism gave way to tokenism and then to satisfying the increasing demand for carbon information and eco-science.

Campaign

In the case of Microgen, we worked alongside the management team on a number of strategic and tactical initiatives in the run up to market launch. This included support at major exhibitions such as ISH in Frankfurt and the Chartered Institute of Housing Annual Conference and Exhibition in the UK; creating and launching campaigns targeting the influential Early Adapters sector; supporting major briefings for social housing and local authorities at venues such as the V&A; helping to forge dialogues with the relevant trade organisations and throughout ensuring ongoing visibility for the brand within the national newspaper and trade media.

Other projects included negotiating a presence for Microgen within the innovative product section of the Building Centre Trust’s high profile exhibition to celebrate 75 years of technical advances in construction. This was supported by the inclusion of Microgen in a special BCT brochure devoted to innovative building systems and products.

Results

The success of the programme was measured through extensive coverage in the target media and raised awareness among the defined target audiences. It also led to the establishment and launch of the prestigious Micropower Council in conjunction with Lord Ezra and the BG Group.

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