Untitled Document

NEW CLIENT

Promoting the Republic of Georgia’s Largest Utility

Recently, Muir Marketing Communications created a politically significant public relations/outreach assignment in Eurasia.

The client was PA Consulting, an international business consulting firm appointed by U.S. Aid and KfW to restructure and “Westernize” the business practices of the Republic of Georgia’s largest national utility, UEDC.

UEDC (United Energy Distribution Company) is of critical importance in Georgia’s struggle to improve its economy since, without reliable power, business growth is nearly impossible. “Westernizing” the practices of Georgian corporations such as UEDC should also lead to stengthened ties with America and the European Union.


Home to the 2003 "Rose Revolution", Georgia is a strategically important former Soviet Republic (photos by Goga Chanadiri)

	"Straight Talk About Your Electricity" is the headline on this direct mailpiece.

	"Taking Steps to a Brighter Future" billboards are rotating throughout the rural "Regions" of Georgia.

	One of Georgia's most respected directors, Zaza Orashvili, reviews setting for final scene of emotional "Taking Steps to a Brighter Future" television spot

View our "Taking Steps to a Brighter Future" commercial, in the Georgian language

(English translation of
commercial text)

The goal of the campaign was to gain the additional patience of Georgian consumers. This was accomplished by honestly communicating the fact that reliable power will only come, in the future, with full replacement of badly outdated Soviet era equipment. Furthermore, this new system will require the kind of significant financial investment that can be attracted only when UEDC modernizes its business practices and maks itself more transparent to international scrutiny. That is where the first successful "steps" such as metering, computerized billing, loan repayment and improvement of staff efficiency had already taken place.

So the challenge really was keeping the Georgian public from being "in the dark" about why they continued to be literally, on occasion, in the dark. Our campaign theme was "Taking steps to a BRIGHTER future!"

Link to details about this unique and important international outreach campaign:-UEDC Case History

New Clients
-Business/Caucasus
-German software company
-Siberia
-Viking Life Saving
-Pilates - Mary Bowen
-CaucasusExperience (PDF)
-Govt. Article re; Muir

Muir Marketing Communications
705 Boston Post Rd.
Guilford, CT USA
06437