Plastic Card Services
PCS gets its green card (An industry award winner)
Souter PR was briefed by Plastic Card Services to position the company as an innovator in printed ‘green’ card products – therefore facilitating change within the industry and driving sales leads.
At the time, it was the only card in the market that combined biodegradable materials and responsible print processes used by PCS during their production.
To achieve the objectives set, our communications strategy focused on reputation management, media relations and business profile-raising.
Souter advised PCS to put sustainability and environmental responsibility at the very heart of its wider commercial and operational strategies. It was also essential that the campaign avoids all ‘greenwashing’ and the associated scepticism around plastic and the environment.
The media campaign developed by Souter PR led with PCS’s first biodegradable card contract – a loyalty scheme card with Denmark’s largest retailer, Coop Danmark.
Coop Danmark was keen to use more environmentally sound methods and materials for card manufacturing whilst retaining the durability and commercial viability of traditional materials.
PCS produced over two million cards that were distributed to every household in Denmark – making it Europe’s first loyalty card scheme manufactured with biodegradable polymers and new waterless print technology. This provided a strong news hook for target media and gave PCS an international profiling platform.
Another main focus for media relations was PCS’s first UK commission for the card. The Ice loyalty scheme encouraged sustainable shopping and rewarded consumers for selecting ‘green’ goods and services.
The fact that the card was produced using more eco-friendly processes, complemented the purpose of the Ice scheme and underlined PCS’s environmental pledge.
Interviews were secured with trade and business media and a case study of the Coop Danmark project was requested as a great example of best practice by the UKTI, which was given to the Prime Minister’s Office.
In addition to securing widespread media coverage, Souter PR’s campaign also saw PCS win the ‘Best Direct Mail’ category at the Design & Print Awards 2011, its Coop Danmark press release was uploaded to the UKTI website and used as reference material at the Nordic regions conference, and two leads worth £29,000 were generated as a direct result of coverage achieved.