April 7, 2008

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SHINING THE SPOTLIGHT ON
THE TOUR DE SOL

With gas prices at a record high, the Capital Region - like the rest of the nation - is taking a serious look at hybrid and alternative fuel vehicles.

Local residents recently had an opportunity to examine sustainable transportation technologies when the 2005 Tour de Sol - America's longest running sustainable energy and transportation festival and competition - made a pit stop in Saratoga Springs and Albany May 13-16.

The agency played a major role publicizing the 17th annual event, which brought together students, manufacturers, energy suppliers, press, government representatives, and consumers for a multi-day "traveling festival" and competition.

We organized a well-attended press conference at Albany International Airport that provided members of the media with a "sneak peak" of many of the advanced cars, motorcycles, neighborhood and fuel cell vehicles, e-bikes, e-scooters and bio-diesel vehicles, all of which aim to reduce oil and carbon emissions to zero.

We also lined up a series of TV and radio public affairs interviews, and coordinated a public service announcement with Radio Disney, designed to drive people to the Green Car show in Saratoga Springs and the concluding event at the Empire State Plaza attended by Governor Pataki.

DRIVEN TO SUCCEED

Our PR efforts proved to be highly successful. All told we secured 3.4 million earned impressions for the event, including a lengthy feature story in the Associated Press. This publicity helped drive more than 5,000 people to the feature Tour de Sol event in Saratoga Springs, while also educating the Capital Region about the benefits, capabilities, and product availability of greener fuels and vehicles.