Positioning the Met Office

The Challenge

The United Kingdom’s national weather service, the Met Office, tasked ADPR with creating a public relations branding strategy to raise the profile of its work within the renewables sector. The brief also included communicating the Met Office’s exceptional expertise in the renewable industry, specifically wind and wave technology, in addition to promoting its scientific integrity and trusted brand, and developing new relationships to secure future business.

The Solution

In response to the brief, ADPR devised a six month campaign that would generate editorial share of voice in pre-agreed target trade print and digital media – based on non-paid for space – to complement the broader communications activity conducted by the in-house team.

The Met Office and ADPR team worked in partnership to ensure editorial opportunities were leveraged as a result of industry members and advertising agreements.

A series of news releases were developed and placed in relevant titles highlighting new product launches.

Through our public relations branding strategy, The Met Office were positioned as industry thought leaders through speaking opportunities, in-depth features and interviews.

Case studies with strong supporting visuals were successfully placed in key media and used as testimonials and box-outs in generic features to showcase Met Office product usage in industry.

ADPR made weather a feature on the renewables media agenda by pitching the Met Office for industry features where weather and climate could provide an interesting angle. Also for specific regular slots as weather and climate tend to not appear as scheduled features, reports or supplements on the media agenda.

The Results

13 by-lined articles were generated in key titles during the six months.
8 of these articles were placed in the pre-agreed Gold list of media, including Country Land & Business Association Magazine, Energy Now, Energy Engineering and Wind Power Monthly, resulting in extensive brand awareness amongst the target audience of the Met Office’s work in the renewables sector.
5 of these articles were placed in other key target publications, including Power & Energy Solutions, World Wind Technology and Power Engineering International.

 

Here at ADPR, we specialise in PR branding strategies, among many other techniques, and we know how to get you to the position you want to be in. For more information, you can take a look at our services.

If you’d like a no-obligation discussion about your marketing communications, please get in touch with us on hello@adpr.co.uk or call 01460241641.