Muir Promoting the Republic of Georgia’s Largest Utility

In late July Muir Marketing Communications accepted a politically significant public relations/outreach assignment in Eurasia.

The client is 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.

View our "Taking Steps to a Brighter Future" commercial

The goal of the campaign is to gain the additional patience of Georgian consumers. This will be 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by honestly communicating the fact that reliable power will only come, in the future, with full replacement of badly outdated Soviet era equipment.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 have already taken place.

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

Link to details about this unique and important international outreach campaign -UEDC Story

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