Morillo Energy Rent with DANA
Press office and purpose-driven communication following the DANA storm in Valencia
Starting point
Morillo Energy Rent, a company specializing in temporary energy solutions, came to Maco&Co through a recommendation from consultant Patricia Giménez following the DANA catastrophe in Valencia. In the face of devastating personal and material damage, with more than 200 fatalities and hundreds of affected towns, the company deployed dozens of power generators to the area to provide temporary electrical supply to victims.
Insight
With a 70-year history spanning three generations, Morillo Energy Rent possessed a clear purpose and a strong humanitarian commitment. The situation required sharing their work with the public and the media: they were illuminating more than 70 towns affected by the storm with a deployment of 24,000 kVAs.
Strategy
We designed a communication strategy focused on drafting and distributing a press release under the headline: "More than 24,000 kVAs have illuminated 70 towns disadvantaged by the DANA storm in Valencia". We carried out exhaustive follow-up across general, local, and radio press.
Impact
The press release generated significant media interest. Telephone and in-person interviews with Rosa Morillo were secured at the company's headquarters with Onda Cero Catalunya (Lideratges), L'Econòmic (in print and online), and Tot Rubí. Additionally, El Español requested an opinion article focusing on the SDGs fulfilled by the company's service to society, while trade media such as Marron y Blanco, Interempresas, and Movicarga echoed the news.
Continuity
Following the success of this initial impact, MacoPress was proposed to Morillo Energy Rent—a month-by-month continuous communication strategy to maintain an ongoing presence in the media.
