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Solar Cities Congress
3rd International Solar Cities Congress.
The Situation. In February 2008, the world’s foremost industry experts in solar technology and sustainable renewable energies gathered in Adelaide for the 3rd International Solar Cities Congress. Convened by the Government of South Australia and Adelaide City Council under the auspices of the International Solar Cities Initiative and International Solar Energy Society, the biennial five-day event provided a global forum for policymakers and environmental leaders – including 100 guest speakers from 36 countries – to share ideas and discuss sustainable energy options for the future. Hughes Public Relations worked with the Congress organisers to develop a comprehensive communications strategy to promote attendance and attract worldwide media interest before, during and after the event.
Objectives. Hughes Public Relations commenced work with the Capital City Committee (a joint collaboration between the Government of South Australia and Adelaide City Council) in August 2007 with a brief to:
* Raise awareness of the 3rd International Solar Cities Congress and help secure more than 500 registrations for the event from February 17-21, 2008;
* Position South Australia as a renewable energy leader, particularly relating to environmental sustainability and climate change; and
* Showcase local innovative technologies.
Hughes Public Relations was approached to work on the Congress in light of poor early-bird registration numbers, minimal public awareness of the event and no media coverage.
Elements.
Hughes Public Relations commenced its activities by reviewing the success of the 1st International Solar Cities Congress in Korea in 2004 and the 2nd International Solar Cities Congress in the UK in 2006, in addition to examining the reach and impact of existing advertising and promotional materials being used by organisers for the Adelaide event. The consultancy then set about developing a comprehensive communications strategy designed to boost both local and international delegate numbers, as well as media and public awareness of the event. Importantly, Hughes Public Relations recommended taking maximum advantage of the commitment of stakeholders, partners and sponsors of the event, with a “Friends of the Congress” database developed. This database was ultimately used to issue monthly e-newsletters (September 2007 to February 2008) promoting key announcements in the lead-up to the Congress. A rolling communications plan drafted underpinned the consultancy’s communications strategy for the 3rd International Solar Cities Congress. This was reviewed and regularly updated in collaboration with the event organisers to not only maximise promotional opportunities, but to ensure the ongoing accountability of the campaign. The communications plan focused on the Congress’s target audience of professionals and individuals with an interest in sustainable energy and its role in the urban environment. Specifically, renewable energy businesses, government leaders, urban planners and academics were targeted.
A pro-active media publicity program was also developed and rolled out. A key element of this was the establishment of an extensive – yet targeted – media list to disseminate regular news and information about the Congress. Hughes Public Relations compiled a comprehensive list of editors and environment reporters worldwide across press, radio and television mediums, as well as specialist trade publications. The consultancy also notified more than 200 relevant websites about the impending Congress. One of the main considerations throughout the lead-up to the event was the line-up of keynote speakers – an important selling point for prospective delegates and potential media coverage. Significantly, Hughes Public Relations collaborated in advance with several of the speakers – including US environmental activist Robert F Kennedy Jr, billionaire solar entrepreneur Dr Zhengrong Shi, world-leading urban ecologist Herbert Girardet and Premier of South Australia Mike Rann – to generate widespread media interest, and in turn, boost delegate numbers. Implementation of the communications program consisted of the following key elements:
- Publicity of the 3rd International Solar Cities Congress in local, national and international media before, during and after the event;
- Establishment of a media partnership with News Limited which saw involvement of the media conglomerate’s New York office and a series of informative articles supporting The Advertiser’s “One Degree of Change” climate awareness series;
- A “high level” letter from the SA Premier to his counterparts in Australia and overseas encouraging representative attendance at the event;
- Promotion of key developments in renewable energy practices;
- Promotion of benefits of renewable energy through the release of scientific research;
- Ticket competitions to attend the Congress; and
- Opportunistic story proposals to visiting national and international media.
A crucial role undertaken was the establishment of an on-site media desk to assist visiting journalists. In addition to facilitating press conferences, exclusive interviews and photo opportunities with various speakers, the consultancy also oversaw an on-line media conference for journalists around the world, which was conducted on-site through the Australian Science Media Centre.
Outcome. The 3rd International Solar Cities Congress exceeded the expectations of organisers in terms of attendance, attracting more than 800 delegates from around the world to underpin the financial success of the event.
High levels of international awareness of the event and public awareness of the broader issues of climate change and environment sustainability were achieved. Media coverage of the Congress received across the country between January 15 and Febuary 28 had an equivalent advertising spend rate of $630,000. This does not include global website articles/calendar listings or international magazine stories.
The communication campaign supporting the South Australian Government’s goals for the 3rd International Solar Cities Congress must be considered to be highly successful when judged against the campaign objectives;
- High levels of international environmental sustainability sector awareness and Australian community awareness generated by the campaign through significant new and traditional media publicity;
- More than 800 delegates from 36 countries and across Australia attended the event - well in excess of the target of 500 registrations sought by the organisers.
- Through publicity and the successful staging of this international conference, the campaign assisted in positioning SA as a renewable energy leader.
- The conference showcased local innovative technologies to national and international delegates.
