Case Study: Abitibi-Consolidated boosts Houston recycling awareness with Marx Layne

Abitibi Consolidated launches 84 recycling containers at 28 Houston H-E-B stores with Marx Layne

Abitibi Consolidated faced the challenge of increasing Houston's low recycling rates by changing public attitudes and gaining community buy-in. The company partnered with the public relations firm Marx Layne to launch a new recycling initiative and raise awareness.

Marx Layne implemented a comprehensive media campaign centered around a high-profile press conference to announce a partnership between Abitibi Consolidated, the City of Houston, and H-E-B grocery stores. The results included extensive day-of and post-event coverage across numerous local and trade media outlets, successfully increasing public awareness of recycling options and generating community interest in the program.

Abitibi Consolidated