Overall Creative

2021 was a pivotal year for the CVOW project with onshore transmission routes needing approval, general awareness of the project benefits low and a global pandemic well underway. Our team worked to build comprehensive campaigns to ensure support along the route, promote positive perception with stakeholders including key constituencies and groups such as the anglers and business community, and sync our efforts to those of the outreach team. We knew our communications were making an impact when we began to hear the same messaging in comments online as we were hearing in face-to-face meetings. These efforts also helped to lay the groundwork for advocacy group growth.

Overall communication focused on general project awareness, event promotions, landowner communications, and site updates. Specific tactics used included paid search, social media ads, digital display and video ads, newspaper ads, direct mail, and film projects.