Subject:XOTD00023: Report: Canadian Solar Car "XOF1" Motors into Los Angeles

BCC at end of Report

Summary
1. The Canadian-built record breaking solar car, XOF1 has driven 12,500 miles acrossCanada, to theArctic Circle, and now, down toLos Angeles, arriving in the west coast's most heavily car-populated and freeway crossed city on March 6. It was conceived and built by Canadian, Marcelo da Luz, using largely Canada-sourced components and technology. When theMissionlearned of the expected arrival of the vehicle we immediately identified the opportunity to stage a celebratory event showcasingCanada’s clean-tech capabilities to key contacts in the LA region. The combined media, innovation and public event was organized in collaboration with the newly established Canada California Business Council. Response to the invitation to attend was amongst the highest we have seen for activities hosted by theMission and media coverage was extensive, both inCanadaand theUS, broadcast and in print/online, as well as mainstream and alternative/ethnic press. Being inLos Angeles, there was a solid contingent of "green" celebrities, further escalating media interest. The event using the XOF1 as a focal point clearly pushed Canadian "green" and innovation messages to important audiences. It also established a strong relationship with da Luz who has now realized the value and impact of working with Canadian representatives abroad to reach into the local communities where he plans to travel in future. Subject to finding funding and sponsorship, this includes ongoing travel through Central and South America - colleagues in relevant missions may find his visit to be a useful tool in their advocacy efforts on themes related to environment and innovation.


Report
2. The Canadian-built record breaking solar car, XOF1 (www.xof1.com) has driven 12,500 miles across Canada, to the Arctic Circle, and now, down to Los Angeles, arriving in the west coast's most heavily car-populated and freeway crossed city on March 6. It was conceived and built by Canadian, Marcelo da Luz, using largely Canada-sourced components and technologyas much as possible. When theMissionlearned of the expected arrival of the vehicle we immediately identified the opportunity to stage a celebratory event showcasingCanada’s clean-tech capabilities to key contacts in the LA region. The combined media, innovation and public event was organized in collaboration with the newly established Canada California Business Council.

3. This was the first time that da Luz connected with a DFAIT post along his travels. While at this moment Los Angeles is the end point of his journey (though he may venture to San Diego and Arizona) and he will most likely be packing the car into a trailer and driving back to Canada, his goal in the medium term is to secure enough funding to return to Los Angeles and continue his journey through the Americas, his native Brazil, and all the way to Argentina.The positive experience he had with LNGLS will lead him to keep Canadian posts along the way informed of his progress and seek their assistance where possible to develop mutually beneficial activities. The number of celebrities, high net worth individuals, environmental advocates and experts, and media that he came into contact with at the one LNGLS event equalled weeks of what he might have received on his own. As da Luz said during his remarks, he does not have any corporate or big sponsor backing – he is driver, mechanic, PR, logistics, and fund raiser, all in one. Connecting with the network of Canadian missions abroad brings about mutual benefit. For posts along a possible future route toArgentinathere is excellent public diplomacy potential that an event celebrating Marcelo’s arrival represents. He may also need assistance to smooth a path through the bureaucracy to ensure that he is allowed to use the public highways.

4. Turnout well exceeded the anticipated numbers, an indication of the popularity and relevance of cleantech, innovation and personal endeavour like this to the people of SoCal. We had planned for and expected 120 attendees - 179 showed up.

5. This was also the first event we have co-hosted with the newly established Canada California Business Council (CCBC). TheCCBC is a business-centric spin-off of the LAbased “Canadians Abroad”, and it was through their network, that the suggestion for this event came to LNGLS. Future collaborations are already in the works.


Advocacy and Press
6. The solar car event met our advocacy objectives on myriad levels. The gathering afforded an opportunity for Canada to shine in the environmental spotlight when State Senator Carol Lui fromGlendalepresented a certificate to Marcelo da Luz saluting his remarkable achievement and paying tribute toCanadaas a leader in environmental innovation and technology. It brought together the high-level environmental advocates in theHollywoodindustry such as Larry Hagman, Peter Fonda and Ed Begley Jr. who were all enormously impressed with Marcelo's achievement and with the Consul General's generous hospitality in showcasing it. It also provided an important lens on this extraordinary achievement which was carried by the print, electronic and internet media.

7. A total of 29 press representatives from 22 media outlets attended the solar car event. They included the following television coverage: KTTV,Channel 11, KABC. Channel 7 and KTLA, Channel 5, EnergyRush TV, MSNBC, Entertainment TonightCanadaand Canal + French Television Network. Radio outlets include,CBC, NPR Morning Edition and Think Green radio Show. Newspapers and magazines include, Think Green radio Show, Transport Latino Magazine/Automundo, PlugInAmerica, and Mountain View Observer. On line media included HuffingtonPost.com and MBN online.

8. Local channels KTLA Channel 5 and KTTV Channel 11 ran segments on their10:00 p.m.news hour. KABC ran the segment during their 5:00 p.m. and6:00 p.m.news. The Daily News website featured a short blurb and photographs from the event.CBCbroadcast the interview with Marcelo and the HOM on the Sunday Morning World Report 08Mar09. NPR is currently working on a large piece for their Morning Edition program.
http://dailynews.mycapture.com/mycapture/folder.asp?event=706522&CategoryID=26369&ListSubAlbums=0

Conclusions
9. There is significant appetite in this region for events promoting all things “clean-tech” and “green”. WhereCanadahas special skills, a competitive advantage or a unique and interesting story, this should be promoted aggressively. Our media contact list is solid, and we were able to reach into the specialty segments of the press (automotive and 'green' journalists), the ethnic press, and the mainstream print, radio and television outlets (including the Canadian networks).

10. Some of this success can be attributed to a high degree of LNGLS integration in the planning of this event, as well as co-hosting it with theCCBC. Specifically, havingCCBCnetwork involvement allowed us to trim costs, attract some celebrities who are environmental advocates, and expand our media base. Based on this experience, we look forward tofuture collaborations.

11. For posts along a possible future route toArgentinathere is excellent public diplomacy potential that an event celebrating Marcelo’s arrival represents. He may also need assistance to smooth a path through the bureaucracy to ensure that he is allowed to use the public highways.

Drafted: R. Wolfe and K. Wong/LNGLS
Consulted: C. Hartill, J. Feir, M. Bernier/LNGLS
Approved: HOM/LNGLS

_____________________________________________________________________
Kenneth H.K. Wong
Consul and Trade Commissioner/Consul et Délégué commercial
Canadian Consulate General/Consulat général du Canada
550 S. Hope Street, 9th Floor
Los Angeles, California 90071