Positioning Calor LPG within the new energy economy
Brief:
Energy issues - encompassing climate change, energy efficiency, fuel affordability and security of supply - occupy a significant share of the policy agenda in Ireland. Numerous stakeholders across the political establishment, the public sector, private industry and among consumers are engaged in debate on the appropriate policy and market solutions Ireland should adopt and how the state’s commitments to addressing global carbon reduction targets should be achieved.
As the leading distributor of Liquified Petroleum Gas (LPG) in Ireland for more than 70 years, Calor Gas is a trusted provider to residential and business customers. Company leadership saw the potential for LPG to participate in the new energy economy, utilising new technology to reduce CO2 emissions and cut fuel costs for customers, and highlighted a need for increased understanding of LPG as a low carbon fuel among political audiences.
This led to a brief to WHPR to devise a strategy and implement a programme that would increase awareness of the environmental benefits of LPG as an energy source and to position Calor Gas as a dynamic and innovative leader in the energy market.
Solution:
Our understanding of the issues was informed by the energy sector experience of our Public Affairs team in business and government and our close attention to the current state of policy development, including policy changes proposed by opposition parties.
We supported Calor to develop a set of messages connecting the company and LPG with national policy commitments, including LPG’s suitability as the partner fuel to renewables such as wind and solar. These messages were incorporated into a policy report on LPG’s role in meeting Ireland’s 2020 commitments. A programme of opportunities was also developed for Calor’s leadership to meet and engage with key stakeholders in business, politics and the media, including a cross-party information event attended by key energy and climate change spokespersons as well as Oireachtas committee members.
To reach industry stakeholders, we used the opportunity afforded by the development of new Fuel Cell Technology to run editorials in trade and specialist magazines including the Energy Ireland Yearbook.
To reach customers and the public, we produced clear and concise materials including a booklet for domestic customers on steps to improve home energy efficiency improvements.
Calor has rapidly increased understanding of the role LPG is playing in delivering on national policy goals, especially among their key high profile stakeholders. As a result Calor LPG is in regular active dialogue with the developers and influencers of upcoming energy efficiency and climate change policy.
Communication with these stakeholders is now supported by a suite of quality, modern and dynamic communications materials. Calor executives continue to expand and intensify their interaction with key audiences, drawing on WHPR’s issue analysis, stakeholder relationships, and communications tools including social media.
