Shell Oil

Shell Oil – Mahogany Research Project

Shell Oil was launching a new oil shale project on the Western Slope of Colorado and needed to create a positive public perception through an extensive marketing and public relations campaign. They turned to Ball Advertising Group because of our proven track record in Wyoming, and our unique understanding of communities that are heavy on energy development and light in population.

We started by developing the brand for the Mahogany Research Project—Shell’s international brand for the oil shale research and development group. Following a period of extensive research to gauge current feelings toward oil shale development and Shell Oil, we identified key stakeholders and developed a foothold in the communities.Through community events, educational meetings, and public comment sessions, we educated the public about the project and communicated why it was different from other oil shale recovery techniques used in the past.

This educational campaign to generate positive publicity and stakeholder engagement was key to helping Shell move forward with their plans.

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Client Name

Shell Oil

Project Date


Services Provided

Brand Development, Public Relations, Print Design, Photography