Creating Environmental Leadership + Awareness
MASDAR, a renewable energy company from Abu Dhabi, launched the Zayed Future Energy Prize in 2008. Renamed Zayed Sustainability Prize in 2018, this annual international award recognizes excellence and innovation in renewable energy and sustainability. The prize needed to gain visibility in Europe in order to attract new candidates with contributions that reflect impact, innovation, leadership and long-term vision.
To raise awareness of the prize and its mission, we developed an integrated communications campaign across Europe that included corporate interviews, social media efforts, participation at major sector events and earned media focused on the organization’s initiatives and the prize. The team identified and contacted 5,500 stakeholders, influencers and decision makers, and participated in 30 key European events to drive its message and gain visibility in the market. To attract new candidates in Europe, we developed an extensive database comprised of contacts from large corporations, SMEs, NGOs and schools. We also provided assistance to candidates throughout the submission process and kept them updated on their progress to foster ongoing communication.
Following the close of submissions for the award cycle, the Zayed Sustainability Prize announced that it had received over 300 submissions from Europe, a 50 percent increase from the previous year. We also generated more than 200 stories in top tier business and trade publications, resulting in more than 1MM media impressions.