(This is a case study produced by us that was featured in the PRCA Practice Guide on Reputation Management: The Future of Corporate Communications and Public Relations. As a Dubai based PR Agency we are proud to be represented in this book that features important PR case studies from around the world)
The Land Art Generator Initiative was started in the UAE by a husband and wife team, Elizabeth and Robert, who launched the campaign to create a platform for artists, architects, and other creatives working with engineers and scientists, to bring forward solutions for sustainable energy infrastructures that enhance the city as works of public art while cleanly powering thousands of homes.
It was a new concept with a very low budget and no major industry support. The challenge was to create public awareness, generate entries and attract sponsors.
Iris Public Relations approached business, environment and lifestyle media for feature stories on the renewable energy aspect of the campaign and its benefits to society. There was a great media interest, and soon Robert and Elizabeth were on the media interview circuit.
The highlight of the campaign was that it captured international media attention with Robert interviewed by the New York Times. UAE’s local radio, TV, newspapers and magazines also did feature stories on the LAGI competition.
Prior to the PR campaign, the competition had attracted no significant entries or any sponsors. It soon got the backing of UAE’s renewable energy city Masdar, and the entries started pouring in. Today, LAGI is run on a global scale. Our early support is directly responsible for bringing together thousands of people from over 60 countries now working collaboratively for solutions for sustainable energy infrastructures..
And LAGI’s work continues, thanks to supporters who believe in the beauty of a sustainable future, and in the value of the arts to highlight scientific advancements .
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