Land Rover unveils sustainable events scheme

Land Rover has unveiled its environmental sustainability strategy for events, which it plans to launch next month. The strategy will be known as ‘Green R Events’ and focuses on reducing waste, recycling and reusing materials during events. Land Rover Global Events, a partnership between the firm and agency P&MM, created the strategy and plan to launch it on Land Rover’s intranet in July. A key part of the initiative is the Sustainable Events Protocol, which comprises guidelines designed to help planners reduce their environmental impact when managing events. It includes the ‘Carbon Calculator Programme’, an online tool that allows planners to calculate the mass of carbon emissions generated by an event. Climate Care is advising the Land Rover Global Events team on how to minimise, calculate and offset carbon emissions. Land Rover global events and exhibitions manager Gary Knight said all events produced by Land Rover Global Events would adhere to the strategy, but its use would not be mandatory for other planners managing events for the brand. It would be made available to agencies planning events for Land Rover and the Global Events team would encourage its widespread use, said Knight. “We will promote the need to use the strategy throughout the company,” he said.

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