UPS Systems’ fuel cell campaign reaches finals of The National Business Awards

UPS Systems plc has today announced that judges for the prestigious National Business Awards 2009 have selected its fuel cell marketing campaign for the finals of the ‘marketing strategy of the year’ award.

UPS Systems believes in fuel cell technology and has a vision for its future. After following the development of fuel cells for several years it was keen to address the growing market opportunity. In June 2008, UPS Systems appointed PR and marketing consultancy Resonates SLM Ltd to create a marketing strategy to raise awareness of fuel cells for portable and stationary applications.

UPS Systems’ campaign has reached the finals on the strength of its workable, cost-effective plan to help it introduce fuel cells to new market sectors in the UK. The judges were looking for evidence of marketing strategies that have achieved high levels of commercial success.

"Over the last year, Resonates support has helped position us as the UK’s market leader for fuel cells in portable and stationary applications," said UPS Systems Managing Director, Tom Sperrey. "As a result of the campaign our fuel cell revenue has substantially increased."

Resonates’ Director Chris Dace commented, "We believe the campaign reached the finals for three reasons. First because we are marketing a worthy product – fuel cells are a cleaner source of sustainable energy. Second, the campaign has been successful – we created a practical, workable, cost-effective and integrated plan that raised awareness and generated sales. And finally because our success resulted from strategic thinking – we researched target markets and best practice for marketing clean technologies and green products."

Philip Forrest, Chairman of Judges, The National Business Awards, said, "The economic climate continues to present UK businesses with an unprecedented challenge and some sectors have suffered in its wake. It is therefore encouraging that the entries in this year’s National Business Awards has shown no drop in quality or performance. This not only reflects the resilience and optimism that are the hallmarks of UK enterprise but has served to make this one of the most competitive years so far."

"To reach the final stage of the UK’s most important business recognition programme is an enormous achievement. It is companies like Resonates, who are bucking the economic trend and delivering excellent results that will benefit most when the upturn finally comes. It will be fascinating to see which companies walk away with the awards in November," said Martin Lyne, Director for small and medium enterprise for headline sponsor, Orange.

The winner will be announced at a gala dinner and awards ceremony at The Grosvenor House hotel in London on 10 November 2009.


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UPS Systems plc (www.upssystems.uk.com) is the UK’s largest independent supplier of standby power solutions. Through its independent position, allied to close working relationships with the world’s leading manufacturers, the company is uniquely able to offer impartial technical advice on the widest range of standby power solutions. An authority on fuel cell technology, UPS Systems implemented the UK’s first two hydrogen fuel cells providing AC standby power, and is currently working on projects where the technology will be used for the supply of backup or prime power to utilities, telecommunications, remote telemetry, portable signage and renewable energy applications.

Resonates (www.resonates.com) is a marketing communications company based in Newbury, Berkshire. Its services range from research and planning to PR, direct marketing and green marketing. Resonates consultants have the expert marketing and PR skills needed to help clients meet their promotional objectives in the most effective ways possible.

The National Business Awards: Open to organisations of all sizes from all sectors across the UK, The National Business Awards is the UK’s most prestigious business recognition platform with its particular emphasis on success, innovation and ethical business. The National Business Awards connects the nations’ professionals through its annual awards ceremonies, year-round marketing and promotional activity and is United Business Media’s leading awards programme. For further information on The National Business Awards sponsored by Orange visit www.nationalbusinessawards.co.uk