thePRfirm was asked by Castrol Marine to participate in the global launch of a new range of environmentally responsible lubricants for the shipping and offshore industries. The lubricants significantly reduce impact on the marine environment compared to conventional products but also command a premium price. thePRfirm created two separate campaigns, one for the marine launch and one for the offshore launch. The goal was to maximise exposure and position the new Castrol range as the leading environmental lubricant solution.
thePRfirm created a ‘Green Ship’ environmental awareness campaign linking Castrol with well-known industry and environmental groups to widen the impact. The campaign won support of Eco Ports, the Institute of Marine Engineering Science and Technology (IMarEST) and Pro Sea, creating legitimacy and authority for ‘Green Ship’. thePRfirm helped launch the offshore range at the Offshore Technology Conference in Houston, Texas. More than 100 mainstream and trade press journalists from around the world attended the event. Stories about Castrol’s new environmentally responsible lubricants and the ‘Green Ship’ campaign achieved widespread coverage around the world and helped to influence ship owners and operators. In February 2008, the lubricant range received further industry endorsement winning a ‘Greenship Technology’ award.