Bringing GB Energy to Aberdeen
The brief.
A flagship policy of the UK Government is to set-up and establish a new state-owned energy company, Great British Energy.
Prior to winning the 2024 General Election, Labour indicated that the new organisation would be headquartered in Scotland, but would not be drawn on its exact location.
True North was engaged by a group of regional partners in the North-east of Scotland to make the case for Aberdeen to host this important new entity, which will invest over £8billion into energy projects by 2030.
A short-term guerrilla was required to deliver swift and impactful messaging to government and key Labour stakeholders, highlighting Aberdeen's deep-rooted expertise in energy production, its world-class supply chain, and its track record of delivering complex energy projects.
Our solution.
True North played a pivotal role in the campaign to bring GB Energy to Aberdeen, combining business engagement, political advocacy, and media influence.
A powerful open letter, signed by over 900 business leaders, urged the government to harness Aberdeen’s unrivalled experience. Direct engagement with senior Labour figures, including Sir Keir Starmer, ensured that the case for establishing GB Energy in Aberdeen was heard at the highest level.
Influencing public opinion was also a key element, with prominent media coverage amplifying the campaign’s message. Opinion polling was also deployed to show that the public backed Aberdeen.
And no campaign is complete without a bold statement, and a high-impact awareness initiative saw the campaign taken to the streets of Westminster during the King's Speech, with an advertising van ensuring the message reached key decision-makers in a striking and memorable way.
Through strategic influence and collaboration, True North successfully positioned Aberdeen at the forefront of the UK’s energy future.
The result.
Prime Minister Sir Keir Starmer announced during the Labour Party conference that Great British Energy will be headquartered in Aberdeen. He emphasised that the company "could only ever be based in one place in Scotland," highlighting Aberdeen's significant role in the nation's energy sector.
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We managed to get more than 900 business leaders to sign an open letter calling for Great British Energy to be located in Aberdeen.
A media briefing prior to our van stunt outside parliament during the King's Speech helped secure coverage across 11 national print and broadcast outlets.
Great British Energy Chair Juergen Maier estimates that the organisation will create more than 200 jobs in Aberdeen over the term of this parliament.
What the client said.
"Securing the headquarters of Great British Energy in Aberdeen was hugely important for the region and its energy sector.
"The case for locating the company in the North-east of Scotland - home to the largest cluster of energy supply chain companies in the UK - was brilliantly articulated and amplified by True North and clearly landed with the UK Government.
"It is now essential that industry works closely with the UK Government to design GB Energy, ensuring it fulfils its stated ambition as an investment vehicle that accelerates the country’s diversification to green energies."
Sir Ian Wood, Chairman, ETZ Ltd
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