Shell Canada is putting its marketing energy into a new partnership with the Postmedia-owned National Post and the CBC Television reality program Dragons’ Den.
The centrepiece of the program–which kicks off in January and will run through 2012–is a content initiative called “FP Energy,” which will be deployed across the Post’s print, digital and mobile assets. The editorial focus will be on the controversial topic of energy policy, addressing issues facing both consumers and industry, and the editorial content will be controlled by the Post.
FP Energy will be comprised of a weekly page in the Post’s “Financial Post” section, as well as a dedicated FP Energy channel on FinancialPost.com. FP Energy will provide in-depth coverage of energy issues, with content supplied by the FP editorial team as well as submissions from business schools, industry experts, public interest groups and government.
One of the program’s key components is a feature called the “Live Energy Salon,” which Shell describes as an “online home for policy debate” where readers will be invited to interact with industry experts and Post journalists.
Larry Lalonde, manager of corporate communications for Shell in Calgary, said that the marketing venture stems from conversations between Shell executives and National Post publisher Douglas Kelly about how to increase consumer literacy around energy and energy consumption. The Post was a natural partner, said Lalonde, because of its status as a “respected thought leader.”
Shell Canada, which marked its 100th anniversary this year, is keen to be seen as a leader in the energy sector, said Lalonde. “It’s not just extracted from the ground and produced for fueling stations or power stations–it’s integral to our lifestyle, our economy and it’s an issue that [affects] all Canadians.”
The Post partnership will be complemented by a feature set to appear on Dragons’ Den (pictured) in 2012. Lalonde declined to discuss further details around the Dragons’ Den partnership, which was brokered by MediaCom Canada.