Regional Marketing
ARGENTINA:
Transforming Public Opinion in a Charged Environment
Argentina President Mauricio Macri at Bahía Blanca LNG Terminal in 2018.
Challenge:
Since 2008, Excelerate has provided Argentina with LNG services during the winter months to meet increased energy demand. However, in late 2018, President Macri declared that LNG imports represented a failure of the country's energy policy, arguing that Argentina should be energy independent due to the vast gas shale reserves at Vaca Muerta. As a result, Excelerate's contract at Bahía Blanca was not renewed due to the politically charged atmosphere.
Despite this political opinion, Vaca Muerta was unable to meet the country's energy needs due to a lack of new energy infrastructure, a consequence of economic instability. By 2020, with a new administration in office, it became clear that Argentina would need to return to its former levels of LNG imports for the winter, as Bolivia had reduced its gas supply to Argentina and little progress had been made at Vaca Muerta.
With the possibility of services resuming in Bahía Blanca in 2021, Excelerate sought to raise awareness and protect its reputation in Argentina while highlighting the importance of LNG in maintaining a reliable energy grid. It is worth noting that many countries, including the US and the UAE, import LNG to meet spikes in demand –– Argentina was not unique in its position.
Solution:
Working with a public relations agency in Buenos Aires, I developed a comprehensive media strategy that helped to boost Excelerate's reputation in Argentina's energy sector and improve its perception among the press. The campaign targeted influential members of the media, public officials, think tanks, and opinion leaders across the political spectrum who held influence over energy policy. Despite having a modest budget, the three-month plan included advertising on news channels, participation in key industry events, and outreach to journalists to secure interviews and promote the campaign's key messages. Through these efforts, we were able to effectively strengthen Excelerate's position in Argentina and correct any misperceptions about LNG.
THREE MONTH INTEGRATED ADVERTISING CAMPAIGN
EARNED MEDIA
Results:
The media campaign successfully changed public perceptions of LNG within the country. When Excelerate's LNG operations began in Bahía Blanca in May 2021, the news was met with either neutral or positive coverage. As a result of the campaign, Excelerate's Vice President of Latin America, Gabriela Aguilar, became a sought-after expert in LNG, participating in over 30 interviews and giving numerous talks on the subject. The campaign also helped increase Excelerate's profile among government and energy industry players, positioning the company as a key player in developing the country's sustainable energy policies.
1.4M
1.4 million relevant viewers every week of the campaign.
615%
Display ads resulted in a 615% increase in website traffic.
30+
Our spokesperson participated in over 30 interviews.
BANGLADESH
Growing Market Share through Thought Leadership
The Honorable Energy Advisor to the Prime Minister of Bangladesh Dr. Tawfiq-e-Elahi Chowdhury
Challenge:
Excelerate Energy developed Bangladesh’s two LNG terminals, contributing to a 30 percent uplift in the country’s total gas supply in 2019. And although peak production levels returned to several power plants, fertilizer factories, and industrial users, the country still needed to increase its LNG supply to sustain Bangladesh’s rapid economic growth. Recognizing the potential for further expansion in Bangladesh, Excelerate sought to secure its position as a trusted and established LNG expert in the region and a reliable partner for future projects, despite the arrival of new competitors.
Solution:
I worked with Excelerate's commercial team to create the Bangla LNG Workshop 2019, which was designed to establish connections with Bangladesh's energy industry leaders and enhance Excelerate's standing in the market. As the LNG industry was still relatively new in Bangladesh, the conference, which was the country's first of its kind, aimed to help potential local partners better understand the LNG market and highlight Excelerate's capabilities. To provide attendees with a comprehensive overview of commercial and technical issues in the LNG industry, we collaborated with other industry leaders, including the International Finance Corporation, The Atlantic Council, Cheniere, and Siemens. Invitation to the event was exclusive, with only key decision-makers in the government and energy sector being invited.
I worked with a Dhaka-based advertising agency to help execute the conference and handle media coverage. I also managed all aspects of the event, including site selection, invitation distribution, script writing, and onsite logistics.
The Honorable Energy Advisor to the Prime Minister of Bangladesh Dr. Tawfiq-e-Elahi Chowdhury
Deputy Chief of Mission JoAnne Wagner of the U.S. Embassy Dhaka
H.E. Ambassador Ahmed Mohammed Nasser Al-Dehaimi of the State of Qatar and the H.E. Ambassador of the Republic of Korea Hu Kang-ild.
Results:
The one-day event brought together over 120 industry leaders from the public and private sectors, and featured keynote speeches from distinguished guests, including the Honorable Energy Advisor to the Prime Minister, Dr. Tawfiq-e-Elahi Chowdhury, and the Deputy Chief of Mission JoAnne Wagner of the United States Embassy Dhaka. Other notable attendees included HE Ambassador Ahmed Mohammed Nasser Al-Dehaimi of the State of Qatar and the HE Ambassador of the Republic of Korea Hu Kang-ild. As a result of this successful event, Excelerate has further strengthened its position as a leader in the industry in Bangladesh. The company is also making progress in developing a third terminal in the country.
