National Grid Launches New Brand Campaign - 'The
Power of Action'
WALTHAM, Mass., May 05, 2008 -- BUSINESS WIRE
It's the beginning of a new era, as National Grid launches a new brand
campaign featuring the tagline, 'The power of action.' The campaign 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.
National Grid has rebranded the former KeySpan operations in the company's
service areas in New York (metropolitan area and Long Island), New Hampshire
and Massachusetts. Customers will notice the National Grid logo on bills,
employee ID cards, company vehicles, office locations and elsewhere. The
company expects the full conversion will be completed by the end of the
year.
"This initiative comes at a great time for National Grid as we start a
journey with our employees and the community on ways to address climate
change and manage energy costs," said Tom King, president of National Grid's
U.S. business. "We have worked with our customers for 20 years on energy
efficiency measures and saved over $2.5 billion and 26 billion
kilowatt-hours. But we want to do more. By using our new 'The power of
action.' message across the company and in local communities we can show
that if one person can accomplish a lot by the simple things they do each
day, imagine what we can do collectively."
'The power of action.' brand campaign complements National Grid's recent
announcement of an 80 percent target reduction in greenhouse gas emissions
by 2050. Under this new initiative National Grid will adopt "carbon budgets"
that will limit the greenhouse emissions permitted by each part of the
business. Beginning in April 2009, annual and five-year emissions targets
will be established for each business and integrated into the company's
performance process alongside customer service, reliability, safety,
operational and financial targets. National Grid employees will be
responsible for reducing the company's carbon footprint by identifying the
most efficient and effective ways of carrying out its electricity and gas
operations.
The brand strategy includes an advertising campaign beginning today in all
major markets in which the company does business. The advertisements focus
on smart energy choices that we all can make from conserving power to
converting to natural gas to weather-proofing our homes - taking action.
"This is just the beginning, customers will continue to see and hear more
from us as we partner with them on this journey. National Grid is determined
to help customers recognize that their actions, along with ours, have a
powerful benefit," added King.
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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