From concept to reality/
The media strategy behind a record-breaking fundraising campaign
Introduction
Highview Power has developed an innovative liquid air energy storage (LAES) plant capable of storing renewable energy for several weeks. This technology can supply energy to the National Grid and provide grid stability services in the UK and internationally.
Client Challenge
Highview Power planned to announce a significant capital raise of £300 million. The company wanted to highlight not only how this would allow it to build its first commercial-scale LAES plant in the UK but also kickstart a much larger program to accelerate the transition to NetZero in the UK, Australia and further afield.
Mercom Solution
Mercom developed a comprehensive media outreach campaign that included a strategic messaging plan that highlighted a multi-billion-pound (dollar) program. The campaign included confidential briefings between Highview Power’s CEO and select national newspaper journalists in the UK and Australia. As the fundraising date approached, the plan was updated to target additional high-profile national reporters and trade media across the energy and construction sectors for maximum impact.
Results
The campaign helped position the company and its technology as a vital part of the UK’s strategy to meet the country’s NetZero goals and address renewables curtailment and grid challenges. It also provided the new Labour Party a runway to develop a realistic plan to meet their decarbonization goals. The campaign generated over 40 pieces of earned media coverage across national newspapers, broadcast, and trade media in the UK and Australia.
