Solid Energy


As part of the repositioning strategy the first stage of the campaign was to make direct contact with a list of 30 overseas high value customers. CEO’s of each prospective company, were invited to an informal meeting with the Chief Executive of Solid Energy at major sporting or cultural event, depending on the preference of each individual. Below the CEO’s in the domestic market sit the executive officers who are key influencers in any prospective business relationship. This pack was an invitation to attend a golf tournament (identified through research as the best response mechanism for this audience) with the opportunity to promote and present the case for the revitalised Solid Energy Group.