CHARGE

ENERGY
BRANDING


September
24-25 2018

ENERGY AT THE CROSSROADS OF NEW CHALLENGES

 

CHARGE Energy Branding – A global event in Reykjavik, Iceland. September 24-25 2018. Consumer-centric energy markets. It‘s more important than ever for the energy sector to become more agile, proactive and customer-centric than ever before. Market liberalisation has created opportunities for new entrants, innovation, new energy sources and increased stakeholder interest in energy have radically changed the energy space for good. This has meant radical changes for the business environment of energy companies. The importance of branding energy is more now than ever. Marketing energy has become an important factor for other industries as well as consumers are increasingly becoming aware of the energy used to produce everyday consumer goods. Branding is the strategic philosophy that defines an enterprise and how it engages with stakeholders at any touchpoint. Meet people and learn from peers who are engaged in connecting utilities to the minds and hearts of the consumers.

Join us at a unique energy conference in Iceland, September 24-25 2018.

NEWSLETTER SIGNUP

 Speakers and Moderators

More to be announced

Piotr Zawistowski

Piotr Zawistowski

President of the Management Board, TGE

Piotr Zawistowski has been in the energy industry since 2000. He started his career in the sector as a power trader at Zakład Energetyczny Legnica and later with EnergiaPro Koncern Energetyczny S.A. In 2007-2008, he actively participated in the inception of EnergiaPro Gigawat, where he became Director of the Analysis and Risk Management Department. From 2008, he was Director of the Portfolio Management Department of TAURON Polska Energia S.A., where he took part in a number of key projects including as Project Manager responsible for the development of TAURON Group’s business model and for the integration of trade functions with GZE (Vattenfall) Group companies.

From May 2014 to December 2015, he was President of the Management Board of TAURON Obsługa Klienta sp. z o.o., and from December 2015 to March 2017, Vice President of the Management Board and Head of Customer Service and Trade with TAURON Polska Energia S.A., responsible among others for the development of TAURON Group’s offer of electricity and gas products. He was also President of the Executive Board of the Association of Energy Trading (TOE) from March 2016 to March 2017 and Member of the Executive Board of the Polish Electricity Association (PKEE). Since September 2017, he has been on the Supervisory Board of the TGE.

Piotr Zawistowski holds an MA in Corporate Management from the Wrocław University of Economics (2002). He completed a post-graduate programme in Sales Management at the Higher School of Banking in Wrocław (2007).

TGE is a continuously evolving power exchange, focused on improving the liquidity of the managed markets and on providing the members and participants of the exchange with modern energy trading tools. TGE has offered the members of the exchange market a new brokerage application – Xsteram Trading and SAPRI, developed by NASDAQ OMX.

Mark Kenber

Mark Kenber

CEO - Mongoose Energy

People are at the heart of the Mongoose Energy which drives community energy projects around the UK, helping local communities to gain ownership and control over the energy they generate and use, and make sure they receive the financial, social and environmental benefits it creates.

Mark joined Mongoose Energy in July 2016 after twelve years at international NGO, The Climate Group, including five as CEO. Mongoose Energy is a company that manages and finances community energy generation. With a background in development and environmental economics, Mark has worked across various areas of environmental and climate policy, with a particular focus on the use of economic instruments in the pursuit of sustainable development. His career to date has included spells with Fundacion Natura in Quito, as climate change advisor to the Ecuadorian government, at WWF International’s climate change programme and as a lecturer at both the Catholic University in Quito and the Institute of Development Studies in the UK.

Highlights of his career include: founding the CDM Gold Standard and Verified Carbon Standard; overseeing the establishment of the RE100 and EP100 platforms; being a co-founder of the We Mean Business Coalition; creating the Ecuadorian National Climate Change Office, and designing Ecuador’s first economic instruments for industrial pollution control.

He lives in Brighton with Gioconda, Natasha (daughter) and Poppy (dog who believes she is also a daughter), is a season ticket holder at Brighton and Hove Albion, active in local politics and an avid walker and concert and theatergoer

Lorena Skiljan

Partner, The Blue Minds Company

Lorena has years of experience within the energy sector, focusing on Business Development, Business Strategy and Innovation. She achieved several go to market of different new Products in the sector and successfully expanded offerings of a conventional utility by telecommunication, Service by Design as well as hardware solutions. Lorena’s main effort is to reach highest customer satisfaction by developing new business models, products and establishing new markets. With regard to her international network, Lorena is connecting innovators and Start-Ups with the relevant industries and markets. Within the Blue Minds Company, Lorena is seeking to contribute the energy market transition from a very different perspective and in a highly dynamic environment. She is Brand Ambassador and Advisory Board Member of EUW and has been involved with CHARGE – Energy Branding Conference. Moreover, her efforts spread to different communities cultivating an international Environment of industry experts.

Dr. Friðrik Larsen

CEO - LarsEn Energy Branding

A pioneer of energy branding. Fridrik was the first person in the world to present a PhD. dissertation with a focus on energy branding. Fridrik is the CEO of LarsEn Energy Branding, a consultancy working exclusively on branding for companies within the energy space (www.larsen.energy). He has become a leading authority on branding within the global energy sector. Fridrik is passionate about consumer-centric energy markets. He has served on the board of the New York Energy Week and is on the advisory committee for the European Utility Week where he has lead the track on connecting with customers.

Fridrik is a sought out speaker and a consultant on the matters of branding and marketing for the energy space. He works with traditional integrated utilities as well as retailers, DSOs, TSOs and generation companies. He is the founder and chairman of CHARGE.

With one foot grounded in the professional environment, Fridrik keeps his other foot in academia at the Business Department at the University of Iceland. He is the author of the first book on energy branding which was published by Palgrave-Macmillan.

Friðrik is not afraid to bring a new approach to the energy sector by introducing energy branding.

Emma Inston

Emma Inston

Global Head of Brand and customer communication - E.ON

A Marketing Director with proven expertise in driving business transformation and creating a new brand and product propositions with growth across digital and traditional channels.

Brand and product development including Bupa, Bank of Scotland, Disneyland Paris. Digital including Blinkbox / Tesco Digital Entertainment and Hive / British Gas Connected Home.

Ari Sargent

CEO, Flux Federation

Ari is founder and CEO of Flux Federation. He might dress like a washed-up DJ, but over the past decade, he has spearheaded the radical transformation in electricity retailing in New Zealand, Australia and the UK. An engineer with more than 25 years experience in the energy industry, Ari launched Powershop as a startup in 2009 after being frustrated with the industry’s legacy systems and outdated attitudes towards customers. A tech geek at heart, Ari saw a massive opportunity to use the flexibility, transparency, speed and lower cost structures offered by digital technologies to provide a fundamentally different (and better) experience for utility partners and their customers. Ari enjoys building power companies that customers love and with Flux Federation he is pursuing further partnerships to spread the love across international energy markets.

Stephen Woodhouse

Stephen Woodhouse

Chief Digital Officer - Pöyry

Stephen, together with the #PoyryDigital team, helps deliver added value to Pöyry’s clients by stimulating, incubating and connecting the many exciting digital developments taking place across Pöyry.

Pöyry has ramped up its investment in digitalisation with the establishment of its #PoyryDigital transformation team. The international management consulting and engineering company earlier this year announced #PoyryDigital, the umbrella name for its digital solutions, which has already resulted in numerous new digital services, ranging from ‘Smart Water’ to ‘Pöyry Innovation Link’: www.poyry.com/digital.

Rune Kirt

Rune Kirt

CEO - KIRT x THOMSEN

Rune has a background as an architect – graduating from Aarhus School of Architecture, Denmark, in 2008. The graduation project (created with the co-founder of Kirt x Thomsen) was a visionary airship concept for transportation of wind turbines which became the kickoff of his career. He has 10 years of experience in the green tech industry. His interest lies in the crossroad between design, business development and future technology.

Prior the co-founding of Kirt x Thomsen in 2011, he worked for Vestas with the KNARR airship project and new innovations in wind. He is also an advisory board member for the Design School Kolding, Denmark.

Rune Kirt is the CEO and partner of KIRT x THOMSEN – an R&D consultancy specializing in strategic visualization to support and accelerate the entire innovation process for their clients in the energy industry.

Kirt x Thomsen has a long portfolio working together with SME like EE Energy, Bladena and OceanSky Airships, as well as MNE like Ørsted, Vestas, GE Renewables and AREVA in the energy industry. They specialize in visualizing concept and processes of the R&D phases – transformation of knowledge and communication within the industry and companies. They take on the innovative challenge of explaining the complex, technological, and often long development process, for introducing new technology or new ways of doing things in the industry. They visualize the different parts of the processes, thereby making it possible for external as well as internal stakeholders in a company to understand the complex situation – thus making everyone on the same page, and thereby making the often expensive R&D process tangible and improving the time for a market for the client’s product.

Kirt x Thomsen is a company that has built a business by mixing the tools of a visual artist, the strategic approach of an innovation consultant and the technical mindset of an architect – thereby trying to change the mindset of the energy industry to help boost technology shifts. They are bridging the gap between technology and business, engineering and management, ideas and money.

Even though Kirt x Thomsen have embraced the cleantech industry broadly, airships maintain a core activity.

Sandra Trittin

Head of Business Development & Marketing, Swisscom Energy Solutions

Tiko is an energy solution developed by the Swiss Telecommunications company Swisscom. Sandra began her career at a management consultancy working in the areas of process optimization/ restructuring and supply chain management for different companies in the automotive, food processing and telecommunications industry. She joined Swisscom in 2002 reorganizing process and organizational structures to increase process efficiency for the service delivery and network construction. Afterwards, she was leading teams in software design/development for the construction of IP based communication services. She joined the strategy team of Swisscom and is now co-founder and Head of Business Dev.& Marketing of Swisscom Energy Solutions. Sandra has studied business administration and holds an MBA of the Business Schools of Mannheim, Copenhagen and Warwick.

Caroline Kamerbeek

Caroline Kamerbeek

VP Marketing & Communications, Energy - DNV GL

To create a safe and sustainable future, thousands of DNV GL’s independent energy experts deliver fact-based insights to build confidence in the global energy transition. Caroline Kamerbeek has built DNV GL’s brand in the energy market through an integrated digital marketing and communication approach with measurable impact on awareness, reputation and revenue. She chairs the Board of KIEMT, an NGO for the Energy Transition and the Circular Economy.

Paddy Young

Paddy Young

Director - European Utility Week

Paddy Young is the Group Director of the European Utility Week, the largest meeting place for the European Smart Energy Community.

European Utility Week is the platform for achieving a fully integrated and interconnected electricity system and market in Europe. Hosting the environment for all key players in the smart energy ecosystem to come together and discuss European strategy to achieve a smooth transition towards a low carbon energy supply.

The event is a business, innovation, networking and information platform and is seen by the industry as their terrain. They use the event as their annual meeting place to thrash out strategies and do business to help drive efficiencies in meeting their sustainable development goals.

Rosemary Steen

Director - External Affairs, Eirgrid

Recognised for effective communication to stakeholders, Eirgrid manages and operates the transmission grid across Ireland. Rosemary was appointed Director of External Affairs in July 2015 having previously held the position of Director of Public Affairs since joining EirGrid in 2014. Rosemary also serves on the board of the AsIAm charity organisation. Rosemary has extensive Corporate Affairs, Government Relations and Corporate Social Responsibility experience from the Telecommunications, Utilities and Business Industry Body sectors. She has previously held senior positions in Vodafone, Shell and IBEC. Rosemary has a BA in Economics and Philosophy from Trinity College Dublin, an MBS in Logistics and Manufacturing from University College Dublin and a Postgraduate Diploma in Legal Studies from Dublin Institute of Technology.

Ticket information

Buy tickets here

Secure your seat at CHARGE 2018! You can use the form to take care of your hotel reservation now or return to it later. We have made a block reservation at hotels within a short walking distance of the conference hall for participants at CHARGE 2018.

Admission Fee

198.500 ISK

Appr. 1.660 EUR.

Included

You will get full access to the conference proceedings and it’s exclusive events. Food, drink and snacks during lunch and coffee breaks. A seat on the Aurora Excursion, an exclusive networking event that will take you outside of Reykjavik for a memorable tour full of energy. Included in admission are the CHARGE Awards ceremony and Dinner.

Register now!

Accommodation & Experience

The Venue - Harpa

Heart of Energy

The Harpa culture and conference center is situated at a prime location at the waterfront of downtown Reykjavik. It is the home base for the Symphonic Orchestra and houses both international conferences and music acts. You can find the location and explore the area here

Hotels - block reservation

Rest easy

We have secured a block reservation at hotels within a walking distance from the Harpa conference centre. Everyone can find something to their taste. Click here to learn more about your accommodation.

Travelling to Iceland

Direct flights to over 30 cities

Located in the Atlantic, midway between Europe and North-America – Iceland is the perfect escape for a one-of-a-kind energy conference. Take advantage of daily flights from major cities directly to Iceland.

Make the most of your trip!

Clear the Bucket-list

An invigorating conference programme, as well as energising networking events and tours, included in the admission price. Some guests arrive early or leave later to make the most of their trip.

The CHARGE Awards

The World‘s Best Energy Brands

 

The main purpose of the awards is to draw attention to the necessity of good branding in a rapidly changing energy space. One way of doing that is to showcase and honor good brands and recognize the achievements of the minds behind them. For further information on the process, please contact us.

A good brand stands out from the competition and is unique in the eyes of the consumers. It understands its loyal customers, knows how to communicate its meaning and can defend its market share with differentiation. At CHARGE – Energy Branding Conference – energy experts from around the world gather to witness the choice of the world’s best energy brands at the CHARGE Awards ceremony.

The CHARGE Awards Panel

The Panel for the CHARGE Awards consists of professionals with an overview of energy brands around the world as well as insights into how brands connect with consumers. They come from academia, consultancies, associations, solution providers and marketing- and advertising firms. The role of the panel is first to create a shortlist of brands in six categories that have the possibility of becoming finalists for the World’s Best Energy Brands. Finalists are between three to five in each category. The panel will then judge finalists based on cases they turn in for submission.

Akif Papas CGI
Albert Muñoz Jonsson & Le’Mack’s
Alexander Richter ThinkGeo / IGA
Arild Soldal Cupit
Ben Parker Utility week live
Chris Oberle Marketstrategies
Debbie Millman School of Visual Arts – Masters of Branding
Dr. Pramod Paliwal School of petroleum management Pt. Deendayal
Francisco Puente USMARTCONSUMER
Jacob Benbunan Saffron Consultants

James Ngomeli Brands and Beyond
Janine Finnell Leaders in Energy
Jeremey Hogan Kraft+Toll
Johnny Yamaguchi Dentsu
Karsten Wiedermann BNE
Ken Black Esource
Koen Noyens EURELECTRIC
Lorena Skiljan The Blue Minds Company
Mark Coyle UtiliGroup
Matt Judkin Executive Energy Management
Meena Dayak Public Power Association
Nigel Broomhall BreakPoint Consulting
Paddy Young European Utility week

Patrick Hartmann University of the Basque Country
Phil Guiliano BrandActive
Rana Brightman Siegel+Gale
Roberto Zangrandi EDSO for Smart Grids
Rune Kirt Kirt+Thomsen
Liene Donckers REstore Energy
Stephen Woodhouse Poyry
Stian Madsen Enoro
Tom Emil Olsen Kind
Tronn Skjerstad Skjerstad
Zac Canders Data Capable

2018 Finalists

 

CHARGE Energy Branding Awards, World's Best Energy Brands 2018, innogy, enmax, alperia, helen, eon, powershop, watt+volt, illumia, easyenergy.com, igloo, cleanchoice energy,burlington electric, ekwateur, bulb, enbridge, fingrid, tiko, fctre, virta

2017 Winners

Established

Challenger

Green

Distribution

Transmission

Product

Agenda

Monday – September 24th

15:45 – 17:00

Magnet Workshops

17:00 – 18:00

VIP reception for Speakers and Sponsors

12:00

Ice Breaker

19:00 – 23:00

CHARGE Awards

12:10

Lunch

Tuesday – September 25th

Opening address

Starts: 09:00

The energy sector is changing rapidly. The business philosophy of simply connecting homes and businesses to a secure flow of electricity has changed and energy companies are finding ways to make a connection to the mind of consumers. The old incumbent utilities are faced with a new reality and are adapting by re-inventing themselves but is it soon enough to meet the challenge of entrants that have been emerging since the liberation of markets? How can strong brands from other sectors change the paradigm by either entering the retail market or becoming self-sufficient with the type of energy that fits their brands?

Death of the Utility

Starts: 09:15

The utility business model has gone through changes and is constantly being disrupted. The prosumer has become a real challenge for the established utility in the form of brands that demand energy that fits their brand image. The utility space is being disrupted by some of the established utilities themselves that seek out to kill their image of being a utility in order to morph into something else.

The Space Invaders

Starts: 10:45

The energy space is under a threat of invasion from outside the space. Entrepreneurs armed with big ideas have been entering an otherwise stable market. Another invasion is pending from big brands from other sectors with both the distribution channels and already established connections to the minds of customers. Who are those invaders, and do they come in peace?

Branding from the inside out

Starts: 13:00

A brand is reflected by everything an organization does and everything an organization does is a reflection of the people behind the actions. There is a war for talent going on and brands need to speak to both employees and possible employees. A brand must communicate in a simple, constant manner and every employee must know how to communicate on behalf of the brand. Branding is not exclusive to marketing and communications – it should be the matter of the whole organization, but this track focuses on the human resources side of branding.

B2B Communication

Starts: 14:30

Almost every industry or sector has two sides, the one facing the end-consumer and the part of the industry that caters to businesses. The difference between the consumer market and the business market are higher numbers involved in each business relationship which comes with greater responsibilities. Brands are a signal of trustworthiness and trust is of the essence for decision makers. It is often thought that price is the prime factor on the B2B market, but research has shown that brands on the B2B market that use emotional marketing message fare better off than ones using rational message. This track explores if this holds true in the energy space and which factors matter to the B2B energy consumer.

Sustainability and the bottom line

Starts: 09:00

Sustainability in the greenest sense has often been criticized for not being sustainable at the bottom line. With innovation and new technology, businesses are discovering that sustainability can have a positive impact on the balance sheet. The most valuable and sustainable energy is the energy that is never used.

Electric Transportation

Starts: 10:45

The electrification of the automobile fleet is well underway with EV sales climbing steadily. Adding an EV model to car brands has moved from a governmental requirement to a consumer demand. Innovation has led to opportunities for other types of transport being powered by electricity while creating new challenges and opportunities for energy companies.

Green is the new Black

Starts: 13:00

It seems that everyone has gone green, sustainable, renewable or circular. While there are different shades of green available – brands need to be green to the core in order to stand out from others. Green positioning needs to go beyond the source and connect in innovative ways to the hearts of the consumers.

From an Incumbent to an Energy Brand

Starts: 14:30

Companies need to be constantly on their toes and keep their brands in pace with changing times. The most successful brands in the world are constantly updating their positioning. The energy sector has been no exception. Hear from energy companies that are re-identifying themselves, have gone through a rebranding, are in the middle of the process or are just beginning.

Aurora Networking Excursion

Starts: 15:45

TBA

Themes and tracks

The energy sector is changing rapidly. The business philosophy of simply connecting homes and businesses to a secure flow of electricity has changed and energy companies are finding ways to make a connection to the mind of consumers. The old incumbent utilities are faced with a new reality and are adapting by re-inventing themselves but is it soon enough to meet the challenge of entrants that have been emerging since the liberation of markets? How can strong brands from other sectors change the paradigm by either entering the retail market or becoming self-sufficient with the type of energy that fits their brands?

The Space Invaders

The energy space is under a threat of invasion from outside the space. Entrepreneurs armed with big ideas have been entering an otherwise stable market. Another invasion is pending from big brands from other sectors with both the distribution channels and already established connections to the minds of customers. Who are those invaders, and do they come in peace?

Death of the Utility

The utility business model has gone through changes and is constantly being disrupted. The prosumer has become a real challenge for the established utility in the form of brands that demand energy that fits their brand image. The utility space is being disrupted by some of the established utilities themselves that seek out to kill their image of being a utility in order to morph into something else.

From an incumbent to an Energy Brand

Companies need to be constantly on their toes and keep their brands in pace with changing times. The most successful brands in the world are constantly updating their positioning. The energy sector has been no exception. Hear from energy companies that are re-identifying themselves, have gone through a rebranding, are in the middle of the process or are just beginning.

The green value proposition will be at certain crossroads soon. While sustainability claims used to be a point of difference for companies, it has become a point of parity and at the same time it has become a bottom-line no-brainer to use energy in a smart, sustainable way. With car brands moving from having one EV model to announcing that soon they will be EV exclusive, EVs are on full force entering other modes of transport – but how soon?

Green is the new black

It seems that everyone has gone green, sustainable, renewable or circular. While there are different shades of green available – brands need to be green to the core in order to stand out from others. Green positioning needs to go beyond the source and connect in innovative ways to the hearts of the consumers.

Sustainability and the bottom line

Sustainability in the greenest sense has often been criticized for not being sustainable at the bottom line. With innovation and new technology, businesses are discovering that sustainability can have a positive impact on the balance sheet. The most valuable and sustainable energy is the energy that is never used.

Electric transportation

The electrification of the automobile fleet is well underway with EV sales climbing steadily. Adding an EV model to car brands has moved from a governmental requirement to a consumer demand. Innovation has led to opportunities for other types of transport being powered by electricity while creating new challenges and opportunities for energy companies.

One of the factors that form brand image in the minds of customers is the stereotype they have in mind of the people working for the brand and the corporate culture in the organization. This influences how competent consumers consider the brand to be to fulfil their needs. A minority in a number of customers but a majority in the number of power usage, businesses form an important customer base for most energy companies.

Branding from the inside out

A brand is reflected by everything an organization does and everything an organization does is a reflection of the people behind the actions. There is a war for talent going on and brands need to speak to both employees and possible employees. A brand must communicate in a simple, constant manner and every employee must know how to communicate on behalf of the brand. Branding is not exclusive to marketing and communications – it should be the matter of the whole organization, but this track focuses on the human resources side of branding.

B2B communication

Almost every industry or sector has two sides, the one facing the end-consumer and the part of the industry that caters to businesses. The difference between the consumer market and the business market are higher numbers involved in each business relationship which comes with greater responsibilities. Brands are a signal of trustworthiness and trust is of the essence for decision makers. It is often thought that price is the prime factor on the B2B market, but research has shown that brands on the B2B market that use emotional marketing message fare better off than ones using rational message. This track explores if this holds true in the energy space and which factors matter to the B2B energy consumer.

Partners

DIAMOND SPONSOR

GOLD SPONSOR

SILVER SPONSORS

NORTHERN LIGHTS SPONSORS

GLACIER SPONSORS

OFFICIAL AIRLINE PARTNER

STRATEGIC PARTNERS

MEDIA PARTNERS

COMMUNITY PARTNERS

ADMINISTRATIVE PARTNERS

Experience CHARGE

Frequently Asked Questions

General

Iceland… sounds cold. Should I prepare for snow?

Well, the weather up here is pretty unpredictable but you should not expect any snow. But in mid-late September you could experience some wind or rain. We recommend you check the forecast the day you pack.

What is the Energy Branding Conference?

The Conference is the first of it’s kind in the world. The aim of the conference is to cover issues regarding branding of electricity.

Where and when will the conference be held?

The Conference will be held at Harpa‘s concert hall and conference center in Reykjavík, Iceland. The event will take place in September 2018. The conference program is September 24-25.

Who should attend?

The aim of the conference is to get energy executives to meet and greet and to share, learn and discover energy branding. A secondary goal of the conference is to introduce the industry to marketing and connecting industry leaders with marketing leaders. A portion of attendees come from companies that provide services to energy companies as well as companies that want to learn more about how energy can contribute to their image and create a significant value for their brands.

Is there a dress code?

Neither strict nor formal. We recommend business casual since you will do a lot of sitting.

Cost

Do you have an Early Bird discount?

Yes we do. The price for Early Bird admission will be 1.390 euros.

Is it possible to buy a ticket for a single day/single track?

Sorry but it is not possible. Admission is only for the whole conference. You can however buy a ticket and attend as many tracks as you please.

Is it possible to register on-site?

It is possible if there will be any tickets available at that time. Price on-site will be 1.920 euros.

How much is general registration

General registration is 1.660 euros.

Transportation & Accomodation

How can I get to the conference center?

It depends on where you stay. You could get there by foot or by a taxi, public transport or by renting a car.

Where is the conference?

The conference will be held at the Harpa‘s music hall and conference center. The Harpa is situated at the old harbor of historic Reykjavik.

Where can I stay?

There is a number of hotels and other accommodations in a walking or short driving distance from the conference center. A list of hotels can be found here.

How can I get to Iceland?

At least 14 international airlines fly to Iceland on a regular basis. Travel time from London is just under 3 hours but just over 5 hours from New York.

Where is Iceland?

Iceland is an island in the Atlantic ocean, midway between N-America and Europe.

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