Client Brief
DHL is the market leader in Logistics Solutions. The company has also cultivated a reputation for engaging in a number of community relations activities, as well it’s more intensive Corporate Sustainability Programs. In 2004, DHL, with the endorsement of the Tioman Development Authority, deployed 11 Aquascape® artificial reef units off the shores of this idyllic island on ’s east coast. The program was aimed at promoting coral growth through a revolutionary technique involving coral transplants on man-made units specifically designed for this purpose. This long-term project was designed as a research activity to explore the benefits of coral transplant in a stable marine environment with the ultimate goal of using the technology in areas affected by more profound coral destruction.

In 2006, DHL strengthened its commitment to the program by donating an additional 59 Aquascape® artificial reef units. In recognition of DHL’s commitment, the Tioman Development Authority renamed the area the DHL Reef. DHL Reef 2006 became the company’s largest Corporate Sustainability Program in Asia Pacific for the year, attended by the company’s top management in several divisions, including Scott Price, CEO of DHL Express Asia Pacific. The success of DHL Reef 2006 as a Corporate Sustainability Program, as a well as a media exercise, quickly became the largest communications undertaking of the year.

Business Challenge
For Essence, the business challenge lay in securing media coverage which would surpass that of 2004’s exercise. Additionally, many other entities, both public and private, had previously engaged in similar activities on Tioman to assist in expanding the coral reef systems. On top of that, development issues regarding Tioman had been widely reported in the media in the past, with some projects being stalled indefinitely as a result of public outcry coming from such media coverage. It was necessary to ensure that DHL’s efforts were viewed purely as environmental conservation through research. It was also necessary that the media coverage reflected DHL’s participation as being in line with their existing Corporate Sustainability guidelines.

Essence PR Strategy
In 2004, the media strategy called for all Malaysian dailies and several monthlies to attend the initial deployment of the Aquascape® artificial reef units. Unfortunately, media coverage was limited. It was decided that in 2006, specific media would be would be invited to cover the weekend-long event. By offering exclusivity to top-tier Malaysian media, publications committed senior reporters and more intensive coverage of DHL Reef 2006 than if all media had been invited to compete for the story. Essence also ensured that the media enjoyed an adequate amount of free time, as well as some spectacular dives around Tioman’s extensive marine park. The media also had opportunities to interview relevant experts in the field of marine research, local celebrities who participated and top DHL executives. While DHL Reef 2006 was a working trip for the media, it was important that they enjoy themselves and that the weekend be remembered fondly by each of them.

Results

• Essence secured several interviews for the media over the course of the weekend, while also arranging for the opportunity to see the Aquascape® artificial reef units after they had been deployed in their permanent site.
• Coverage resulting from the activity far surpassed that of 2004, with excellent articles showcasing DHL’s contribution to Tioman’s marine environment.