BLUE was appointed by Proman Stena Bulk, a joint venture between methanol producer Proman and tanker shipping company Stena Bulk, at the beginning of 2022. The task was to communicate the benefits of, and market confidence in, methanol as a new, alternative, low carbon fuel. Proman Stena Bulk’s vision was to advance the profile of methanol as a marine fuel by proving it was operationally viable in the near term. Our objectives included communicating milestones related to the joint venture, and using thought leadership to talk about methanol’s role as a key piece in the decarbonisation pathway.
BLUE carved out a new, retained remit for the joint venture, aimed at communicating its corporate successes and building the profile of methanol as a marine fuel through thought leadership and constant market engagement. Our activity was highly focused on detailed media engagement and relationship building, to build the credibility of the joint venture and raise awareness of its activities. The corporate news pipeline was populated by regular updates on the status of the initiatives the joint venture was taking to ensure methanol could be scaled, including green funds and working groups. We also placed a high focus on industry events and awards to create the platforms for high level communications.
Proman Stena Bulk came to be increasingly seen as a market leader on not only methanol as a marine fuel, but also its practical implementation and scaling journey. That strong start set up the next phase, positioning methanol as a staged journey to decarbonisation, and showing how the industry can move through the gears of grey, blue and green methanol, supported by a growing alternative fuels supply chain.
