Alier 2024

Starting point: Last October, Alier contacted us again because they want to communicate the inauguration of the company's new biomass plant and also the waste recovery plant. Alier is a #bemacoandco brand that I already worked with last year with great success. Due to their business type, they want to reach the audience to make visible that they continue to regularly adopt green processes and that with their actions they continue to declare themselves a highly sustainable company.

Insight: Alier is a company with a long industrial tradition and has gone from being a paper sector company to carving out a niche in the market as a waste recovery company in recent years. That's why they've created their own biomass plant, to supply themselves with energy made from forest chips, and they also present a new plant to recycle and valorize plastic waste.

Planning: We propose inviting the press to the inauguration of these plants located at Alier's factory in Rosselló (Lleida). After segmenting possible interested press, we decided to send a "Save The Date" type email about ten days in advance so they can reserve the day. With this trip, we aim for journalists to firsthand know both plants, their machines, and the human team behind them, as well as their functionality. On the inauguration day itself, a Press Release is sent with photos and action details.

Impact: Attendance from local media such as Segre, La Manyana, Ràdio Roselló, and Lleida TV is achieved, but the event is also covered by Catalunya Ràdio and ACN Notícies who have the opportunity to interview Elisabet Alier and the rest of the management team. Additionally, thanks to the press release launch, more media impacts are achieved from outlets that don't attend but do publish, such as La Vanguardia, El Nacional, Expansión, Europa Press, and Via Empresa among others.

Next steps: This media action has far exceeded that of 2023 since this time interest has been achieved not only from print media but also from television and radio. Looking ahead to 2025, it's proposed to continue on this path and keep making visible how Alier works on sustainability.