Washington Post: Climate Solutions
Project Overview
Situation
The Post’s Pulitzer Prize winning climate content was a huge traffic driver, but was all every dark and often defeating news. Rolex needed to tell stories to highlight their Perpetual Planet Initiative highlighting what individuals and organizations to reverse climate change.
Task
Create a Climate section with the full editorial integrity of all other Post content while adding incremental journalistic and product positions and drive new, younger audiences without taking resource from the already established climate team.
Action
In partnership, The Post launched a new section - Climate Solutions - that complimented the existing climate content but also allowed Rolex a platform to promote their own work.
Result
Seventeen new staffers began, Climate Solutions launched and a 5-year multi-million dollar sponsorship with a heavy focus on events and good works happening across the globe - governments, non-profits, corporations and individuals.