Apart from the evident goodness of preserving nature, this is a lesson in appreciating what you have and putting a (new) spin on it according to a current and relevant issue also suitable for storytelling / PR. In these times of global warming, issues are flourishing as to the price of development and evolution, and therefore, an old road of trees – once established and now fought for by “greenery-oriented” people – can become a sensational story with green benefits.
Interesting concept bridging electric cars, car sharing and co-brand initiatives with among others WWF, IKEA and CNN. It is great, because this kind of promotion adds value to all parties and for the common good cause of preserving the environment. Users (individuals and businesses) can reserve cars online. Moveabout.dk (in Danish). Instructional video in English here.