Auto giant's events go sustainable

Land Rover has called in the Carbon Neutral Company (CNC) to help create a sustainable event management strategy scheduled to be implemented globally in January. The automotive giant has asked its agency P&MM to meet the CNC next week to thrash out a plan to maximise carbon offsetting opportunities and get feedback on how current working process can be improved. The meeting will seek to nail down a rigorous template that will ensure Land Rover’s events are sustainable and emissions are minimised as far as possible. “We realise that it is no use having a corporate marketing message that outlines our commitment if it is not clearly translated on the ground,” said P&MM Land Rover account director Elaine Pieris. “We need to make sure staff have definitive rules so sustainability becomes standard practise across all aspects of events, including accommodation, production, transport and management.” Once the plans are approved, Land Rover is planning to communicate the regulations to its global offices through a number of channels including its intranet and internal magazine. The move comes as Land Rover attempts to make its overall commitment to sustainability more widely known. Earlier this year the company launched a carbon offset programme that will see it make a contribution to carbon management group Climate Care for all UK models manufactured in 2007 and 2008. The group has just completed the launch of its new Range Rover and Freelander models at an event in Sitges, Spain where the focus was on offsetting CO2 emissions and returning the land to its original state before is completed. “We have always had a positive approach to supporting local and global projects which re-invest the communities and environment we find ourselves in,” said Land Rover global events & exhibition manager Gary Knight. “What we had failed to do in the past was to shout about it and essentially share the template we had set.”

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