Local weather Week NYC, an occasion hosted by the nonprofit enterprise group Local weather Group, descends on New York this week to coincide with the assembly of the United Nations Common Meeting.
Whereas world leaders interact in diplomacy on East forty fifth Road—whereas dealing with tens of hundreds of protesters preventing for an finish to fossil fuels—Local weather Week focuses totally on the non-public sector.
Collectively, these gatherings imply that there are tens of hundreds of local weather folks in New York proper now, and types are taking word. On the one hand, sustainably minded manufacturers have a captive, like-minded viewers—and however, it may be a ripe alternative for greenwashing.
“The way in which for firms to take part in a useful method can be to truly act in line with their commitments after which discuss these actions,” Amy Westervelt, investigative local weather journalist and host of the Drilled podcast, advised Adweek. “It’s not that onerous.”
Tour firm Intrepid Journey is utilizing a mixture of out-of-home, digital and experiential promoting to seize the eye of those environmentally-focused guests and locals, all flocking to Manhattan for a slew of closed-door conferences, public talks, informal meetups, completely satisfied hours or protests. On the identical time, sponsors like development firm Saint-Gobain and consulting agency McKinsey are drawing criticism for his or her participation, which activists see as antithetical to the targets of Local weather Week.
‘Good Journeys Solely’
Intrepid, which organizes sustainably designed small group journey throughout the globe, selected this time and place to kick off its largest advert marketing campaign in North America thus far.
A roughly $1 million funding, this iteration of the continued “Good Journeys Solely” marketing campaign is posting up in subway vehicles, wrapping pedicabs and Citibikes—which help sustainable transit strategies—and sponsoring hand-painted murals in Brooklyn.
“The one technique to really really feel good while you journey is by doing it mindfully and purposefully and sustainably,” mentioned Mikey Sadowski, vp of worldwide communications at Intrepid. “We actually need to be positioned as that turnkey technique to see the world just a little extra responsibly.”
Along with the OOH media, Intrepid has a story advert placement in The New York Instances and audio adverts on The Day by day podcast. It’ll additionally take over experiential advertising and marketing area Showfields Brooklyn to host an activation that includes a newsstand with Intrepid’s Good Instances publication, video footage from a collection of the corporate’s journeys and panel discussions in partnership with Journey Huge, B Native NYC and Atlas Obscura.
