SILVER SPRING, MD: Discovery Communications created an eco-friendly press kit as the cornerstone of its PR effort to launch its new TV station, Planet Green.
Although paperless e-kits are already generally seen as better for the environment than printouts, Discovery said it took energy-efficiency a step further, using a low-wattage color palette, minimal graphics, and a 100% solar-powered server, among other things.
Media received the kit April 8. The network will launch June 4 with shows such as Emeril Green and Wa$ted, where average households are turned into eco-havens.
Annie Howell, SVP of communications for Planet Green, spearheaded efforts, which include a Web site (planetgreen.discovery. com), a partnership with sister site TreeHugger.com, and video-on-demand sneak peeks at Planet Green shows.