Energy :: TXU

This media relations and marketing communications campaign was launched as a platform to discuss TXU Energy’s expanding portfolio of renewable-sourced product plans, EarthWise™ available to its residential customers for the first time in company history. MarketWave generated positive media coverage of the announcement by leveraging a timely Earth Day news hook. We involved the community in a collaborative effort to conserve resources, building buzz around the events with a number of media and community initiatives, offering the media compelling visuals to frame news stories and developing marketing pieces to support the overall campaign. The coverage included in the top print and TV outlets reached nearly 1 million people in the Dallas/Fort Worth Metroplex.

This media relations and brand building tour was developed as a result of the successful launches of TXU Energy’s EarthWise™ product suite and TXU’s new company dedicated to doubling its renewable energy portfolio, TXU Renew. The goal of the tour was to build awareness of the new company and renewable-sourced product offerings, as well as garner media attention to positively frame TXU’s environmental commitment. The team took a 120-foot wind blade model from a TXU-supported wind farm in West Texas to six educational venues across the North Texas market to educate children about the importance of wind energy and its benefits to the environment. Coverage in the top print, TV and radio outlets in the six cities reached over 2.5 million people, which is the equivalent of individually talking with each TXU Energy customer in Texas about TXU’s environmental initiatives.