Toyota is a prolific global brand and one of the largest automobile companies in the world. It has also manufactured products in the U.S. for more than 30 years, providing more than 130,000 American jobs through its design, research and manufacturing departments that span the country. As part of the company’s mission to support local communities and take care of the planet, Toyota created Eurus Energy America. The company — jointly owned by Toyota Tsusho Corporation and Tokyo Electric Power — has been committed to creating clean energy across North America since 1987. It continues its work toward reducing reliance on fossil fuels, as a developer, owner, and operator of over 2,600 megawatts of renewable projects throughout the world.
When Eurus Energy America planned to introduce its first renewable energy initiative to Hawaii, it selected 6 Pillars Marketing for the project that aimed to promote sustainability and provide cleaner energy. Eurus’ new Waianae Solar Farm facility, which would be the largest solar farm in Hawaii, required a launch campaign that promoted its substantial benefits while being sensitive to the community. Eurus chose 6PM for its public relations, community relations, graphic design and event planning experience, understanding the true value that a marketing firm with local knowledge and expertise would bring to the table. 6PM collaborated closely with the client to develop a corresponding launch campaign to support this major endeavor.
Marketing, public relations, community relations, branding, graphic design, photography, video production, event planning, media and entertainment
6PM’s public relations and community relations teams worked in tandem to support the launch campaign. 6PM’s public relations experts strategically engaged Hawaii media with the high-profile project, identifying journalists and reporters who covered energy-related beats, issuing media alerts about the launch campaign and inviting press to the launch event.
Our community relations team engaged with local, state and federal officials, in addition to the local Waianae community, to have them included in the historic launch event. Invited dignitaries included city council members and Honolulu officials, including the mayor; state officials and agency representatives; Hawaii’s congressional representatives; and members of the area’s neighborhood boards.
To ensure a smooth flowing launch event, 6PM provided materials in advance to help educate officials about the project and assist in preparing remarks. A liaison for U.S. Congresswoman Tulsi Gabbard attended the launch and presented a letter, on behalf of the representative. Honolulu Mayor Kirk Caldwell served as a keynote speaker.
With the location of the solar facility in the middle of a community, the local neighborhood was a significant consideration for this launch campaign. 6PM recognized that maintaining positive community relationships was crucial and made local outreach a top priority, striving to remain sensitive and understanding toward residents and neighbors. Through our deep Hawaii roots and our experience in public relations and community relations, we were able to help foster vital local connections and relationships between the client and the surrounding neighborhood.
As a tangible show of community support and goodwill, the launch ceremony included a donation of land to Kamaile Academy, a Hawaiian-focused charter school in Waianae, located near the solar farm. 6PM also coordinated Eurus’ monetary donations to local organizations, which included After-School All-Stars, an afterschool program that provides a safe space for Hawaii’s youth and offers extracurricular activities and academic support. Hoʻomau Ke Ola, a drug treatment center in West Oahu, also received a monetary donation. 6PM carefully vetted both organizations and ultimately recommended them because of their culturally rooted services and deep involvement in the area.
6PM knows the importance of quality graphics and the role they play in bringing to life marketing, advertising and public relations campaigns. For a launch campaign on the scale of the Waianae Solar Farm, it took our skilled graphic artists to properly convey the significance of the facility to Hawaii. As always, our talented graphics team exceeded our client’s expectations.
Among the array of dynamic creatives produced for the launch campaign were branded “save the date” cards, official invitations, graphics for digital and web use, launch ceremony priinted program, directional signage and ceremony signage. Oversized images and detailed graphics of the facility’s development were also prepared and displayed by 6PM at the ceremony.
The eye-catching and on-brand designs added to the campaign as a whole and helped to enhance top-of-mind awareness of Eurus Energy America and its Waianae Solar Farm facility.
In Hawaii, a launch event takes on profound meaning with the addition of a traditional Hawaiian blessing ceremony. 6PM’s marketing and event planning team supported the launch campaign with such a ceremony. Our team arranged for talent (entertainment) and catering, and coordinated the officiant to perform the traditional Hawaiian blessing. We fully staffed the event with personnel to handle everything from the check-in desk to backstage production to the service line. As always, 6PM staff was well prepared for every aspect of the day to ensure a flawless and well executed launch ceremony.
6PM photography and video staff ensured coverage of the historic launch, capturing key Eurus personnel, leaders and community members who participated in the ceremony. The captured video and still photos became useful tools for further media outreach and will be invaluable for use in potential future projects in Hawaii.
The multifaceted launch campaign created by 6PM helped to introduce Eurus Energy to Hawaii and successfully convey the significance of the Waianae Solar Farm. Through well-executed public relations, community relations, graphics, photography and event management, our firm illustrated Eurus Energy’s commitment to the community for the long term, both as a neighbor and an environmentally responsible partner.