WALTHAM, Mass., May 19, 2008 -- BUSINESS WIRE

A new and unusual team member has joined the National Grid (LSE: NG. NYSE: NGG) "Power of action." brand strategy. Floe, a virtual polar bear on National Grid's Web site, can help National Grid customers analyze and measure the environmental effects of their routine daily activities, including eating, drinking, driving and making home heating energy choices. Floe can be found at nationalgrid.com/floe. Visitors can interact with Floe or befriend another virtual polar bear and learn how positive environmental acts will help protect the environment.

"Floe will help us demonstrate the central tenet of 'The power of action.' showing that it takes many individuals making small changes in their behavior to have a major impact on climate change," said Tom King, president of National Grid's U.S. business. "We are partnering with our customers to make a difference and hope that our actions will motivate many others to get involved."

Users can click on Floe, who lives on an iceberg, and learn how the energy choices we make and the actions we take make a positive or negative difference on the environment. Every time the user does something that benefits the environment - such as using energy efficient products, reusable shopping bags, and taking showers instead of baths - the iceberg grows. People can even adopt and name a virtual polar bear and interact with it -- feeding it fish, playing with a ball, training, and watching it grow.

In addition to showing users how to reduce their carbon footprint, the Floe site provides links to National Grid energy efficiency programs and services as well as energy information and tips from various sources. There is a community message board where consumers can post comments on actions they are taking to reduce their impact on climate change and see what others are doing in their region.

National Grid's new branding strategy, "The power of action." is designed to encourage customers to partner with National Grid and take action in making a difference by saving energy, managing their energy costs and protecting the environment. "The power of action." was launched on May 5, and includes a multi-media advertising campaign, created by National Grid's agency-of-record, Mullen, that will run in National Grid's U.S. service area. Other initiatives will be introduced over time.

National Grid is an international energy delivery company. In the U.S., National Grid delivers electricity to approximately 3.3 million customers in Massachusetts, New Hampshire, New York and Rhode Island, and manages the electricity network on Long Island under an agreement with the Long Island Power Authority. National Grid is the largest power producer in New York State, owning 6,650 megawatts of electricity generation that provides power to over one million LIPA customers and supplies roughly a quarter of New York City's electricity needs. It is also the largest distributor of natural gas in the northeastern U.S., serving approximately 3.4 million customers in New York, Massachusetts, New Hampshire and Rhode Island.

SOURCE: National Grid

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