Drax is investing in bioenergy with carbon capture, use and storage (BECCS) at Drax Power Station in North Yorkshire, and consulting the public on their proposals.
It is crucial that the potential benefits to the UK’s Net Zero targets Drax can bring are communicated to stakeholders in government and policy. As BECCS is the most scalable negative emissions technology available to remove CO2 from the atmosphere, Drax also need to communicate the potential economic and skills boost that their investment in infrastructure could bring to Yorkshire and The Humber.
Drax briefed MessageSpace to create, plan and buy a far reaching digital media campaign that was tightly targeted to government insiders, policy makers, influencers and decision makers in Westminster. Over a period of two weeks, Drax needed to ensure their message was unmissable to this important audience.
The Solution
MessageSpace planned and bought high-impact animated digital media across the leading political insider blogs and websites including ConservativeHome, LabourList, Guido Fawkes, The Spectator Coffee House, and The New Statesman.
We took things one step further, and drove incremental reach and engagement by investing in ultrapremium news brands including FT, The Times and The Telegraph. MessageSpace media buying specialists were able to deliver maximum ROI for Drax and ensure budgets delivered the widest impact posssible in the market.
In total, the campaign delivered over 1m unique impressions in the two week campaign activation. The CTR exceeded benchmarks for display at 0.25%, resulting in over 2,500 unique visitors to Drax webpages.