Cleantech & energy innovation
Kitepower develops airborne wind energy using large automated kites. PR positioned an unfamiliar technology within the wider themes of energy transition, innovation, entrepreneurship and finance.
Executive summary
A new technology category was made journalistically relevant to public, business and specialist media.
The challenge
The challenge was to explain a technology without an existing reference frame to journalists and the public, without allowing the story to become purely technical or be dismissed as a gimmick.
The strategic question
How do you build credibility for an unfamiliar product or new technology category that the market does not yet instinctively understand?
Our approach
We built the story around application and societal relevance: affordable renewable energy, innovation, scalability and financing. This created multiple news and interview angles for radio, news media, business titles and technology publications.
Results
Coverage on NPO Radio 1
Coverage by BNR and NU.nl
Coverage by MT/Sprout and Emerce
Dutch and international publications
Timeline
2022.
Strategic impact
Kitepower gained national radio, news and business coverage and was also picked up internationally. The campaign made a niche technology visible in the broader public debate about renewable energy and innovation.
Media & evidence
The current Dutch source page names NPO Radio 1, BNR, NU.nl, MT/Sprout and Emerce as examples of coverage, alongside international publications.
Our contribution
Cleantech positioning · new-category storytelling · earned media · business and technology media relations
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