A New Earth Project -
Sharing a Legacy of Purpose
Industry: Packaging | Environmental Sustainability
Services: Public and Media Relations, Strategic Planning
The Challenge
When Atlantic Packaging launched A New Earth Project—a purpose-driven platform uniting the global packaging supply chain with like-minded brands and consumers—it set out to redefine how business can serve the planet. Under the leadership of third-generation president Wes Carter, the initiative showcases Atlantic’s commitment to environmental responsibility, inspires change across the industry and fosters meaningful, lasting impact. To bring this bold vision to life, Atlantic needed a clear, compelling story—and the right messaging to amplify it.
The Approach
I crafted an earned media plan that blended local, regional, national and trade media outreach, positioning Wes Carter as an influencer and positive force for good while gaining exposure for A New Earth Project. Personalized pitches led to features in top business and lifestyle outlets, spanning from high-impact print and digital coverage to podcast placements, positioning A New Earth Project as a leading voice in sustainable packaging and brand transformation.
The Results
Secured 25+ articles in local, regional, and national outlets within 12 months of launch.
Earned impactful coverage in Forbes.com, Fast Company, The Manual, Dieline, The Cool Down, Good Grit, Modern Luxury Hawaii, Laguna Beach Magazine, Charleston Magazine and more.
Worked with Garden & Gun to launch Champions of Conservation, spotlighting those making significant contributions to protecting ecosystems in the American South.
Efforts helped position the company as a national thought leader in sustainable packaging and brand transformation.