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© 2017 Citizen Relations

IKEA Canada buys a Wind Farm in Pincher Creek, Alberta

In November 2013, IKEA Canada became the largest retail wind energy investor in Canada with the purchase of a 46 megawatt wind farm in Pincher Creek, Alberta. News of the investment spread throughout the Canadian business, energy and retail markets, positioning IKEA as a leader in green technology and initiatives.

The Ask

  • Showcase IKEA’s leading position as a responsible retailer through their global sustainability strategy
  • Establish a clear connection between IKEA and environmental initiatives by position IKEA at the forefront of green technology, initiatives and global sustainability
  • Highlight IKEA’s purchase through traditional media landscapes

What we did

  • Held a press conference at the IKEA Calgary store to announce the purchase and drive media attention to IKEA’s People and Planet Positive message
  • Invite Alberta Energy Minister, Ken Hughes, to attend and speak at the press conference
  • Invite well-respected, Tier-A media to attend the event

Results

  • More than 32 million impressions and 186 stories were generated with an overwhelmingly positive tone
  • Coverage was featured in the Globe and Mail, National Post, Toronto Star, Toronto Sun, CBC, Breakfast Television Calgary and other Tier-A media
  • Featured on the front page of the business section for various publications, including the Globe and Mail, National Post, Edmonton Journal and Calgary Herald
  • More than three Tier A broadcast attended the press conference