Thought leadership gives newcomer Tritium mainstream recognition

Tritium, an Australian company that makes advanced EV chargers, drove into the U.S. market as a fast-moving outsider whose sleek technology embodies our belief that sustainability should be sexy.

They were attractively edgy, but needed mainstream recognition. Less than a year after opening a U.S. headquarters, they lacked brand presence. They had near-zero U.S. media exposure or market visibility, even in their Los Angeles–area base. Installations were white-labeled. And journalists didn’t see charger technology as interesting—who wants to write about the equivalent of a gas pump?

To take on these challenges, Thinkshift developed distinctive positioning for Tritium as a technology expert and a thought leader whose products and approach could accelerate EV ownership and the transition to renewable energy. We also fully developed their intriguing founding story, which has roots in solar car racing.

Our PR strategy centered on bylined articles and thought leadership. In addition to the usual suspects of transportation, cleantech and business outlets, we pitched publications that typically don’t cover EV technology. We placed news stories and bylined articles in trade publications that raised Tritium’s brand profile in target markets and, for mainstream recognition, on national news platforms.

Over eight months, Tritium got 40 substantive placements in U.S. media, from trade to national business. And, based on our application, Tritium was named to Fast Company’s 2019 Most Innovative Companies in the World list.

WHAT WE DID

• In the absence of new products or installation news, Thinkshift created and executed an ongoing PR strategy based on bylined articles for business and trade publications.
• We developed distinctive positioning for Tritium as a big step forward in transportation and energy and told the story of their roots in solar car racing.
• We worked with the CEO and other executives to develop thought leadership content emphasizing their vision for the industry and market insights, with topics such as renewable energy storage, EV fleet charging and high-tech charger design.
• We promoted a new partnership, DOE grant program award and deal for a European charging network to U.S. journalists using our positioning.
• We applied for a range of high-profile industry awards and speaking engagements.

HOW IT WORKED

• 40 substantive articles over eight months appeared in media outlets reaching Tritium’s key markets: fueling and convenience, utilities and energy, fleets, sustainability and general business.
• 5 bylined articles appeared in mainstream and industry outlets, putting Tritium’s expertise and leadership into national conversations on energy, EV policy and the electric fleets of the future.
• Our application earned Tritium a spot on on Fast Company’s 2019 list of the Most Innovative Companies in the World in the energy sector.
• Tritium is now on the radar of business, energy and transportation journalists across the U.S.

Related case study

Trade-focused thought leadership powers Optimum’s PR breakthrough