@estrategiasquefuncionan
Since its arrival in Peru 15 years ago, Zelestra had not developed significant PR, communications, or government relations efforts. The company, formerly known as Solarpack, lacked positioning within the sector. The challenge was twofold: on one hand, to build visibility and establish relationships with media, authorities, and public institutions; and on the other, to convey a key message around the San Martín 300 MW project in La Joya, Arequipa, that it was the largest solar power plant in the country.
This positioning effort began months before the inauguration, laying the groundwork for the relevance and impact of the event. However, in the week leading up to it, a major risk emerged: thousands of informal and artisanal miners blocked the Pan-American Highway at kilometer 782, in Ocoña, Arequipa. In this context, and considering the President’s imminent visit to the region, media outreach required extreme caution. Logistical control and guest screening became critical, in line with the strict requirements of the Presidential protocol team.
In response, Azerta acted swiftly and effectively, strengthening controls and closely monitoring the evolving situation without compromising relationships with the media or key stakeholders. On the contrary, the team ensured a high standard of hospitality and careful attention, maintaining trust and securing positive media coverage despite a challenging environment.
The challenge was to position Zelestra as a relevant player in Peru’s energy sector and to ensure that the inauguration of the 300 MW San Martín Project received the visibility it deserved—both in the media and among key authorities and institutions.
To achieve this, Azerta designed and implemented an integrated strategy encompassing communications, institutional engagement, and protocol management, ensuring narrative consistency, high-impact media exposure, and a level of execution aligned with government standards.
Additionally, the strategy aimed to expand regional reach by securing interviews and coverage with international outlets such as Bloomberg News and Reuters, as well as with Chilean media like DF Sud, reinforcing Zelestra’s Latin American projection and its leadership in renewable energy.
- Media Relations (Azerta): design and execution of an integrated communications plan, including embargoed interviews (Gestión, Bloomberg News, Reuters), targeted outreach to Tier 1 national and international media, and local press coverage in Arequipa.
- Institutional Relations and Protocol (Azerta): mapping of 25 key authorities and distribution of over 60 official invitations through institutional channels. End-to-end management of more than 200 guests, definition of protocol arrangements in coordination with the Presidency and the Ministry of Energy and Mines, alongside the BTL agency. Speechwriting, minute-by-minute run-of-show development, and coordination of official ceremonies.
- Administrative and Government Support (Azerta): in close coordination with the Presidency to ensure compliance with formal requirements, management of official correspondence—including congratulatory and excusal letters from senior authorities—and comprehensive administrative support to Zelestra and the BTL agency throughout the process.
- Press Logistics and Hospitality (Azerta): media outreach, reception, and on-site support for confirmed outlets traveling from Lima (including El Comercio and Rumbo Minero), including transportation, on-the-ground coordination, and interview support during the event.
The strategy positioned Zelestra as a key player in Peru’s energy transition, establishing the inauguration of the San Martín Solar Plant as a landmark milestone—the largest of its kind in the country. The coordinated efforts between Zelestra, Spyze, and Azerta enabled high-level engagement with the Presidency of the Republic, the Ministry of Energy and Mines (MINEM), and regional authorities, delivering an event aligned with government protocol standards and backed by institutional support.
Institutional relationships were strengthened through strategic engagement with the Executive Branch, joint planning of the presidential agenda, and validation by national and regional authorities, many of whom expressed formal recognition and congratulations to the company.
From a communications standpoint, coverage extended beyond local and national contexts to achieve regional visibility, with placements in international outlets such as Bloomberg News and Reuters, as well as Chilean media like DF Sud, reinforcing Zelestra’s presence across Latin America. The shared prominence with the Presidency and MINEM enhanced institutional legitimacy and amplified the corporate message.
