Cases

How do you demonstrate need in the face of steadfast opposition?

Amerada Hess, a leading global energy company, wanted to site a liquefied natural gas (LNG) terminal in the New England area — an environment that has traditionally opposed such projects. To further compound the issue, federal legislation was inserted at the last minute to keep an existing landmark in place, making it physically impossible for the LNG tankers to navigate the waterway.

Ogilvy realized that to undo the landmark legislation and open minds about the project's importance, key influencers needed to know why the proposed site was best suited for the terminal — especially wary lawmakers who shared the concerns of their constituents that LNG tankers posed an attractive target to terrorists.

To address local and state concerns about the LNG site, we leveraged our mastery of state politics and extensive political contacts with influencers to educate local area constituents about the project's economic and political benefits. We then expanded the issue beyond the local area by building upon an existing relationship with a key state lawmaker, who helped us disseminate information to a caucus that supported the project's benefits to the state. We continued to shape the debate by creating state and national messages that demonstrated the regional need for natural gas. Existing relationships with key national and state media helped us articulate and distribute these messages to influencers and the public. At the same time, we worked to undo the landmark legislation by executing strategic communications at the federal and state levels, supporting state advocacy efforts by targeting lawmakers who had yet to take a position on the issue.

Ogilvy's work with lawmakers and the media succeeded in demonstrating a regional, state and federal need for the terminal. We generated placement for the issue in the widely regarded, inside-the-Beltway publication, The Hill, which touted the national benefits of the LNG project. Following on the heels of this placement we obtained favorable testimony about the project, delivered by a key member of Congress at a hearing in the House. This testimony triggered earned media with the Associated Press, The Boston Globe, The Boston Herald, The New Bedford Standard-Times, and The Fall River Herald News. Shortly thereafter, we secured an editorial from The Wall Street Journal, articulating the project's regional benefits and correcting misinformation about the cost/benefit of an offshore site.