When long-time client Aqua America acquired Peoples Natural Gas and formed Essential Utilities to become one of the largest infrastructure companies in the country, Vault supported the acquisition and built brand awareness for the new company name.
Vault scheduled a media tour with Essential CEO Chris Franklin to secure relevant media coverage ahead of an equity raise before the close of the transaction.
Vault successfully placed live on-camera interviews on Bloomberg Daybreak: Americas and Morning Trade Live, in addition to deskside interviews with Wall Street Journal and Bloomberg News.
With Aqua’s March 2020 transition to Essential Utilities coinciding with news of the COVID-19 pandemic, Vault pivoted to generate brand awareness by leveraging the news of the day. Vault pitched an Op-Ed penned by Franklin, entitled ‘Giving Comfort to the Essential,’ which linked Essential to its more well-known Aqua and Peoples brands and gave personal thanks to Essential workers, and all essential workers. Vault successfully placed the Op-Ed 16 times across the company’s 10-state footprint, generating over 55 million media impressions.
To further raise awareness about the new Essential Utilities brand, Vault spearheaded a major branding campaign that included broadcast, cable and digital ad buys in the Philadelphia and Pittsburgh markets. The campaign generated nearly 31 million impressions on television, and 5.2 digital impressions through the Aqua and Peoples social media channels.