NEW YORK: Sustainability event series Green Festival has hired Finn Partners as its PR AOR, tasked with supporting its expansion plans.
The agency will be responsible for media relations, influencer engagement, sponsorship development, and corporate communications during the year-long contract. It is the first time Green Festival has employed an AOR.
The organization hired Finn Partners without a pitch process. The firm had collaborated with newly appointed Green Festival VP Corinna Basler in the past when she worked at the Wilhelm & Karl Maybach Foundation.
Green Festival had previously worked with boutique agency Organic Works.
Green Festival, which takes place in five major US cities, brings together companies, brands, thinkers, and consumers who are interested in sustainability and showcases green products. The series is in its 13th year.
“Green Festival has been very successful over the last ten years, and sustainability and green business is a big topic, so we were looking for an agency to support us in the bigger picture,” said Basler.
She added that Green Festival selected Finn Partners because of its specialty in global issues and sustainability and because it has offices in each city where the event will take place.
“It is important to have an agency that understands not just national, but local markets,” Basler said.
Green Festival is supported by nonprofits Green America and Global Exchange. It recently partnered with Messe Stuttgart, which produces Europe's largest consumer show on sustainability, to support its expansion plans.
Green Festival is planning to grow the reach and engagement of its series and build its b-to-b opportunities at events in New York, Los Angeles, Chicago, San Francisco, and Washington, DC.
It will also introduce the Green Festival Award at each location this year to recognize the innovative work of companies in the green and sustainability spaces.
“This year, we plan to expand the visibility of Green Festival so that any company engaged in green issues or sustainability at any level will know about it,” said Anne Glauber, managing partner at Finn Partners and director of the agency's global issues practice. “There is a positive response to companies and businesses with green and sustainable offerings, so there is a tremendous amount of opportunity for Green Festival.”