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fuel for the long haul™
Fuel for the Long Haul champions aviation's unique position to lead the world to a sustainable future, and introduces E-Jet® sustainable aviation fuel (SAF) as the new standard for fossil-free flight.
Introducing E-Jet® SAF
Q1 2024
We launched Fuel for the Long Haul™ on our website and owned channels, introducing airline customers, corporate scope 3 customers, and policymakers to E-Jet® SAF. We synced this with the timing of our historic SAF deal announcement with International Airline Group (IAG).
Know Your SAF: Guide to Sustainable Aviation Fuels
Q1 2024
We published the widely-read Know Your SAF: Guide to Sustainable Aviation Fuels thought leadership report on SAF leading up to our big launch in Times Square. This report generated more than 200k organic reads, and investors and partners alike requested copies for their key audiences and stakeholders.
Fuel for the Long Haul™
Takes Off
Q2 2024
Fuel for the Long Haul™ makes a memorable OOH debut in Times Square courtesy of NASDAQ, and kicked off our targeted content and media that ran throughout the year in digital, print, OOH and events. We activated at key conferences like National Conference of State Legislators in Louisville, KY, and the North American SAF Congress in Houston. Coordinated PR efforts amplified our message.
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NYC Climate Week and North American SAF Conference
Q2-Q4 2024
Twelve attended over 43 NYC Climate Week events, including Newsweek's "Pillars of the Green Transition" in which our co-founder and Chief Science Officer Dr. Etosha Cave took to the stage. Twelve made a splash at the North American Sustainable Aviation Fuels Congress in Houston. Nicholas Flanders, Twelve co-founder and CEO also presented at Emerson Collective's Demo Day. In all, Twelve was represented at 150 industry events across the globe throughout the year.
Podcast Series | Carrie Harris, Head of Sustainability at British Airways
Q4 2024
We launched our partner podcast series focused on sustainable aviation with our CEO, Nicholas Flanders interviewing Carrie Harris, Head of Sustainability at British Airways. British Airways is the flagship airline within IAG, and a key customer in our SAF deal with the airline group.
10M
Fuel for the Long Haul generated over10MM mostly earned media impressions across channels
3.8M
Google Search impressions: #1 spot for "Twelve SAF," #3 for unbranded terms "power to liquid SAF" and "e-SAF"
2M
Video views across social media channels
350K
350+k site page views,125k new unique visitors
75k
75k Catalyst post reads, 40k unique blog visitors since July 2024 launch
200%
Over 200% audience growth in key B2B channels
50k
Over 50k hours spent watching our films
87%
Email newsletter open rate
40+
Press hits, including prestige media like The Wall Street Journal and Robb Report, with a combined 320M UVM
Brief: Campaign Background
Twelve™ is the carbon transformation company, we transform CO2 into useful products like jet fuel through the power of electrochemistry.
E-Jet® is our breakthrough sustainable aviation fuel (SAF) made from air (not oil). It has up to 90% lower lifecycle emissions than conventional jet fuel, and significantly lower water and land use compared to biofuels. It's drop-in, which means it works in existing aircraft, and is certified ready to fly. SAF is a critical solution for sustainable air travel.
Our mission is to decarbonize aviation, and this B2B campaign is designed to amplify our industry visibility, establish Twelve as a leader in the emerging SAF sector, and deepen engagement with customers (airlines and scope 3 corporate customers), policymakers, and investors.
It takes everybody: We need airlines, corporate scope 3 customers, policymakers, investors and even everyday travelers to drive adoption of SAF.
We targeted these key audiences online, in print, out of home and at top industry conferences and events. We leveraged both deep thought leadership, and inspiring film, content and presentations to drive visibility, deepen engagement, and grow our owned audience.
We also needed to differentiate E-Jet® SAF, communicating its key benefits compared to other types of SAF, like biofuels. To do this we published the widely-read Know Your SAF: Guide to Sustainable Aviation Fuels report, which provided deep-dive analysis into the various pathways for SAF production, and highlighted why E-Jet® SAF delivers a clear advantage for people, progress and planet.
"Fuel for the long haul" is both a nod to sustainable aviation fuel's ability to power long-haul flights, and the collective commitment of the Twelve team, industry leaders, policymakers and investors to scale this critical solution.
Team: Studio 12
We are Studio 12, a unique collaboration between multidisciplinary creative duo Origin House and Twelve. Studio 12 is an in-house capability for branding, creative storytelling, marketing leadership and full scale production in-house to the startup. We’re a tiny (but mighty), tight-knit team of dedicated humans wearing many hats and having a ball. We're believers, on a mission to help build a truly sustainable, fossil-free world made from air.
Alisa Leonard: Origin House Partner / Twelve Brand Chief
Strategy, Creative Direction, Art Direction, Design, Copy, Editorial, Autistic Mischief
Patrick Stern: Origin House Partner / Twelve Creative Chief
Creative Direction, Design, Copy, Film Production, Sound Design, Music Production, Post Production, Scorpio Intensity
Jenna Mesic: Head of Brand Partnerships, Twelve
Media Partnerships, Conferences & Events, Project Management, Brand Champion & Get-it-Doner
MayLin Heuchling: Chief of Staff, Twelve
Customer & Investor Engagement, Comms, Operations, Master of Making it Happen
Jen Laws: Strategy & Special Projects, Twelve
Author of Know Your SAF: Guide to Sustainable Aviation Fuels, SAF Expert, Insights Queen
Stephanie Yang / Leah Goodman: Telling Consulting PR
PR Dream Team
David Goldman & Joe Arcidiacono: Muse Garden Studio
Music Production, Awesome Dudes we love to jam with who bring soul to the sound
Contact: Jenna.Mesic@twelve.co
