Cutting through the noise of COP26

The Brief  

As the eyes of the world turned to Glasgow for the COP26 climate summit, the distributed energy division of SSE wanted to highlight its involvement in smart city, sustainable transport and clean energy projects. Using SSE’s relationship with electric bus-builder Alexander Dennis as a starting point, HTR fired up a fortnight-long campaign of media moments and photo opportunities in towns and cities across the UK.

Our Strategy 

  • Take a pure electric bus on a “Road to Renewables” tour of net zero projects across the UK, starting in London and ending in Glasgow in time for COP26.
  • Use media coverage to position SSE as a pioneer in this field, spark conversations with potential new partners and decision-makers, and unite teams within SSE.
  • By carefully investigating opportunities for newsworthy stories and photo opportunities at locations across the UK, Hot Tin Roof developed eleven days of golden moments that engaged local and national media, as well as SSE’s business and political stakeholders.
  • Meticulous planning ensured media outreach and follow ups were conducted each day, building excitement and locking down coverage, including a live interview with Kay Burley on breakfast-time Sky News. 

Results 

  • 62 top tier media hits, including broadcast coverage on Sky News and BBC radio 
  • Local media, transport titles and energy trade press  
  • High quality conversations with dozens of MSPs, MPs and council leaders, including Scotland’s first minister Nicola Sturgeon, Secretary of State for Scotland Alister Jack and Active Travel minister Patrick Harvie 
  • The “Road to Renewables” campaign won the Scottish B2B category at the PRCA Dare Awards in June 2022

Nathan Sanders, Managing Director of SSE Distributed Energy:

“As a Principal Partner of COP26, SSE was keen to highlight our commitment to the summit and towards fighting climate change. We needed a punchy campaign that cut through the noise and showcased our renewable energy. Hot Tin Roof delivered on all fronts. This was good, old-fashioned PR done well, and we continue to receive recognition across SSE and beyond for their efforts. We are delighted to continue working with this talented team.”

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