Campaign overview

Launching a major new wind power cluster in a remote area of Brazil was the challenge faced by Voltalia, an international renewables company with headquarters in France. The company approached Hotwire’s exclusive partner in Brazil, VIANEWS, to manage the entire process with the brief to use the launch to build on its growing reputation as an ethical, sustainable, technological, modern and innovative company that is investing in the development of the Brazilian energy infrastructure.

What we did

Working to a clear brief, we mapped out a fully integrated campaign that would result in an attention-grabbing event in Serra do Mel, a remote city in the state of Rio Grande do Norte in Northern Brazil. The biggest challenge was to secure attendance from the local community, key journalists, partners, important business figures, and governmental stakeholders. What was needed was a hook – something more than a facility opening.

The strategy centred on building a strong story around the business and investment impact of the new facility, both to the region and to Brazil overall. Working with Voltalia’s senior executives, we secured the attendance of the Minister of Energy and the Governor of the State of Rio Grande do Norte. With these two VIPs confirmed, a full event management and media strategy was developed.

We built an integrated campaign around a specially created visual identity developed by our design team supported by a heavy hitting speech that provided the hook for the media outreach. Having created these assets, we developed an accompanying video together with all press materials. The team in Sao Palo then handled all event management including the press outreach, securing media attendance, handling all RSVPs and managing all event logistics.

Results

Despite its remote location, the event attracted over 400 people drawn from our target list of local community, key media, regional government, partners and suppliers. Media interest in the event was significant with more than 62 pieces of coverage secured including five key tier one regional and national titles including Valor Econômico as well as Brazil’s three core energy trade publications. More importantly, the French media including AFP, Enerpresse, La Croix, and Les Echos covered the launch.

"I want to thank all of you for the great work done for this event. I thank the team who worked with total involvement and professionalism. The event was a great success. We only received praise both internally and externally."
Robert Klein, Country Manager, Brazil, Voltalia