STATE OF PLAY
A newly enacted sustainable aviation fuel (SAF) tax credit was intended to catalyze investment in advanced renewable fuels and decarbonize the aviation sector, but regulatory ambiguity threatened to sideline innovators like Gevo.
Eligibility hinged on whether forthcoming federal guidance would permit use of the U.S. Department of Energy’s Argonne National Laboratory GREET model to calculate lifecycle emissions. That technical detail would determine the pathways to compliance — and whether companies like Gevo could unlock capital for SAF innovations at scale.
There were high stakes and a narrow window of opportunity to shape final regulatory guidance. Narrative helped Gevo launch a campaign to persuade key Treasury and White House officials about the benefits of GREET and drive better regulatory outcomes for the entire industry.
ACTION
Narrative built a coordinated, multi-channel strategy aligned with the federal rulemaking timeline. Our strategy centered on a discrete universe of Treasury and White House officials, with paid advertising targeting known White House visitors engaged on the issue, key regulators, and four decision-maker networks.
Our team reinforced those efforts through ongoing earned media interviews and thought leadership placements featuring state elected officials, industry leaders, policy experts, and third-party validators.
IMPACT
The campaign generated sustained media coverage and placements, more than 5.4 million targeted advertising impressions, and a speaking role at the White House’s Fifth National Climate Assessment rollout. Final guidance included the option to use a version of the GREET model, converting regulatory uncertainty into a decisive policy “win” and securing a scalable investment pathway.
