E4tech is an international strategic consultancy focused on sustainable energy with deep expertise in the hydrogen and fuel cell sector. To raise awareness for its annual Fuel Cell Industry Review, which offers data, analysis and commentary on key events in the industry in 2018, the consultancy approached The Think Tank.

The Fuel Cell Industry Review is a publication that’s well known within its niche and E4tech set us the task to broaden awareness of the review to other industries and specialisms, e.g. grocery, logistics and so on. We devised a PR strategy to raise awareness of the review via a targeted media relations campaign in the UK positioning E4tech as experts in the fuel cell space, while also underlining that this is only one aspect of the expertise available at the consultancy.  

Working with a review meant there was no formal summary available. To make our media outreach more effective, we created bespoke summaries relevant to the individual sectors we were targeting – automotive, bus and train, logistics and heavy good vehicles, shipping, and a combined release on all the aforementioned sectors. We also prepared content for newsjacking opportunities by positioning the review findings in the context of Davos and global efforts to decarbonise, zero-emission cities of the future, London’s Ultra Low Emission Zone, and the phasing out of petrol and diesel cars.

To further promote the review findings while being mindful of pushing E4tech’s expertise on all things fuel cell, we secured comment and thought leadership pieces in nationals and tier-one media including The Times’ Raconteur, The Telegraph, Utility Week, The Grocer and Metro.

The campaign resulted in 25 pieces of coverage, seven of which were thought leadership pieces. Overall there was an online reach of 119 million and print circulation of 460k.

Client Testimonial

The Think Tank was very responsive throughout the campaign and kept me up-to-date every step of the way. The bespoke material created for the media showed an understanding of the review and the targeted sectors. The Think Tank was also proactive in seeking opportunities resulting from current news to further leverage the material.

Professor David Hart, Director at E4tech