IDEA: The holiday season is a time when people use more electricity. In order to ensure that they don't feel guilty about celebrating with elaborate festive decorations, "[Direct Energy] wanted to offer some ideas so they can be conscious of how much energy they're using and still be able to celebrate and have a very festive holiday season," says Lisa Dornan, senior PR manager, Direct Energy. The Green for the Holidays effort offers energy saving ideas, such as fireplace etiquette, and tips on how to "green up" your Christmas tree-by using smart power strips, keeping decorations on a timer, using LED Christmas lights (pictured above), and more.
TOOLS: "We decided to go forward, seeking coverage with non-traditional media and reporters who would typically not cover energy-related topics," notes Peters. These include consumer columnists, personal finance columnists, feature reporters, and morning broadcasts. The team will be rolling out an RMT in Texas, as well as some northern US states. Specific broadcast pitching will also be targeted for Dallas and Toronto.
MEASUREMENT: Success will be measured by tracking media impressions and national and regional brand identification.
Company: Direct Energy
Campaign: Green for the Holidays
Other marketing: Radio Media Tour
Launch: November 27, 2007