ConnectGreen: Launch of Ireland’s First Carbon Credit Platform

ConnectGreen, an Irish tech start-up based in Cork, offers an AI-powered platform that allows Irish farmers and landowners to participate in the carbon credit marketplace reliably and verifiably. This platform connects businesses with Irish landowners to leverage carbon credit benefits.

Our media strategy for ConnectGreen included tailored communications to emphasise financial benefits for farmers and seamless integration for businesses. We leaned into the sustainability positioning of the ConnectGreen offering: land that is contracted under a medium to long-term carbon or biodiversity credit agreement must remain in its natural state with no development allowed. Additionally, we promoted the advantages of connecting Irish companies with Irish landowners for carbon credit investments, contrasting this with less verifiable schemes in distant locations.

After finalising key messages, we created a media strategy targeting businesses and farmers across Ireland. This included a launch press release, photography, and a media list focusing on agriculture, tech, sustainability, and business sectors. Cullen Communications also provided media skills training to two of the key spokespeople from ConnectGreen in preparation for media interviews.

The campaign resulted in 18 pieces of coverage, including radio, national and regional news outlets and agricultural titles, reaching a potential audience of 25.9 million. The coverage also included a company profile piece in the business section of the Irish Times under the banner of ‘New Technology Innovators’.

Our efforts on this campaign were recognised at the PRGN Awards 2024, where we took home silver for Product and Services Launch.