Liquid Gas:
Rural PR and social campaign

Goals

Achieve recognition from residents and business owners in rural areas that the policy of ‘electric first’ decarbonisation works against them while highlighting the opportunity for renewable liquid gas to be the off-grid fuel of the future.

Inspire stakeholder confidence in market appetite for commercialising renewable liquid gas and a mixed technology approach to decarbonise the off-grid sector.

Deliverables

• Research technical reports and source data for the PR campaign that would be suited to multiple audience types
• Build media relations with key national titles, developing detailed pitches to place stories, engineering media interviews and placing earned and paid features to secure coverage
• Use expertise in rural sector PR, including agri, hospitality and leisure and the food and drink industry to sell-in trade features showing the need for a green, but flexible, portable fuel
• Same-day reactionary newsjacking, opinion pieces and letters to editor
• Develop a fully integrated digital campaign, including organic social media, digital advertising, search engine optimisation - Google search, display and YouTube advertising plus event publicity and e-shot support 
• Develop creatives, graphics and messages for awareness and consideration based content to increase reach and drive action (click throughs) to the campaign website ‘Off Grid Green’

Results

Recurring national, regional and trade press coverage, reaching over 3.6 million impressions across over 70 publications and media outlets.

Publications spanned the Nationals, including The Telegraph, The BBC, iNews, the Daily Express, Radio 4, and The Herald, to regional newspapers, specialist trade press and agricultural media. 

Our search and display campaign generated over 75,600 engagements and 2,300 website clicks at just £0.28 per click via search, with 978,000 display ad views at just £2.47 per thousand views. On YouTube it clocked over 31 days of watch time at £0.64 per hour, significantly boosting brand awareness. 

Campaign impact was evidenced by official recognition of renewable liquid gases as a credible alternative fuel for achieving emissions reduction targets, as conveyed in the UK Government’s Biomass Strategy.  

The UK Prime Minister announced a delay to the off-grid boiler ban from 2026 to 2035, enabling consumers to decarbonise their current heating systems with ‘drop-in’ renewable liquid gases.  

Added value

Understanding the rural audience and challenges relating to living or operating a business off-grid meant content resonated and the digital marketing in renewable energy approach could be tailored to maximise outreach.