In a major thrust to address its markets with a robust communication strategy, regional district cooling giant Palm District Cooling has hired Partnership Public Relations as its official PR consultancy.
“We have 550,000 Tons of Refrigeration (TR) currently under construction,” says Keith Levers, CEO of PDC. “This will grow to an installed capacity of 3 million TR over the next 5 years. With such exponential growth and our plans of going global, we need a reliable communication partner who can not only articulate and convey a coherent message to our customers, but also help us educate policy makers and end consumers about the benefits of adopting district cooling,” he added. Currently, Middle East is the fastest growing region for district cooling in the world.
Speaking on the win, Rahul Nagpal, Partner and CEO of The Classic Partnership Group, said: “We presented a detailed roadmap and our understanding of the task ahead to the PDC management and found them extremely receptive and appreciative of the work we put into our pitch. The PR division at Partnership is a robust and creative team that reflects the can-do attitude of the agency and I am sure we’re going to enjoy this challenging assignment.”
The agency has been entrusted with a 3-fold task: To educate policy makers and governments in the region on the ecological and energy-saving benefits of district cooling, to communicate the company’s leadership status and innovative spirit to region’s property developers and to bring awareness to the consumers about the convenience and benefits of this technology.
Palm District Cooling (PDC) is part of Istithmar, the investment arm of Dubai's Ports Customs & Free Zone Corporation (PCFC). Palm District Cooling was set up to provide district cooling services in the UAE in anticipation of rising demand for such utility provisions, fuelled by massive growth in the real estate sector. PDC’s primary business is to produce and distribute chilled water for air-conditioning in residential and commercial developments. PDC is expected to become the world’s largest district cooling provider through the provision of services to a number of prestigious projects, such as The Palm, Jumeirah Lake Towers, Discovery Gardens, Ibn Battuta Mall etc, and extending to other developers and end users within the region and beyond.
