A mineral exploration business transitioning into a sustainable mining company, was finding its target audience shifting from investors to governments and global markets. With this change in audience, its messaging strategy required a rethink. And in the midst of burgeoning global environmental targets, to stay in the game it needed to be at the forefront of breaking stories with its thought leadership.

With no official comms arm to the business, TPW (in tandem with a leading PR and comms agency) became a strategic comms partner at a critical time in its rapid growth. Delving deep into its messaging strategy and establishing a tone of voice that reflected its mission and vision, we steered it on track as it became a major player in the considerate mining of Critical Raw Materials. Keeping an ear to the ground, we pursued industry news, so the company was saying the right thing at the right time, demonstrating to its new audience its commitment to employing modern and sensitive technologies. Using a variety of medium, from hosted podcasts with industry leaders, to emails campaigns, shareholder newsletters and annual reports, its message was heard far and wide.

By incrementally raising awareness with drip-feed engagement using a wealth of communication formats, the brand went from outlier to mainstream, featuring in prestigious publications. It now stands firmly in the spotlight against the backdrop of the global green revolution.