CASE STUDY
NorthX Climate Tech
Catalyzing Canada’s Carbon Removal Industry
At a pivotal moment for Canada’s clean-technology sector, NorthX Climate Tech announced a series of strategic investments that signaled the country’s emergence as a global leader in carbon dioxide removal (CDR). Timed with the IEA’s 2025 Energy Innovation Forum and delivered alongside federal leadership, the announcement positioned NorthX not just as an investor, but as a catalyst shaping the future of Canada’s climate economy.
SOMA PR was engaged to elevate this moment beyond a funding announcement by connecting NorthX’s investments to national policy conversations, industrial competitiveness, and Canada’s growing credibility on the global carbon removal stage.
What We Did
SOMA developed and executed a strategic communications campaign anchored around NorthX’s $3.4 million investment in four Canadian carbon removal ventures: CarbonRun, Skyrenu Technologies, NULIFE Greentech, and pHathom Technologies, while simultaneously amplifying a major portfolio breakthrough: Arca Climate Technologies’ landmark carbon removal offtake agreement with Microsoft.
Key elements of the campaign included:
Strategic announcement timing aligned with the IEA Energy Innovation Forum to maximize visibility among policymakers, industry leaders, and global media.
Narrative positioning that framed NorthX’s investments within broader conversations on clean-tech policy, economic competitiveness, and Canada’s energy future.
Credibility building by linking NorthX’s early-stage investment model to real-world validation through Arca’s global commercial success.
Media relations and messaging that emphasized Canada’s leadership in engineered carbon removal, supported by data, government endorsement, and clear economic impact.
By tying individual investments to a larger, future-focused story, SOMA helped NorthX demonstrate how early public investment can unlock private capital, scale innovation, and build entirely new industries.
Results
Coverage Highlights
CTV: Canada rallying G7 countries around a new critical mineral alliance
CBC: Energy minister hints at support for carbon capture in climate strategy, no mention of emissions cap
Financial Post: Microsoft signs 10-year deal with Canadian cleantech company that turns CO2 into rocks
Techcouver: Vancouver’s Arca Secures Microsoft Deal for 300,000 Tonnes of Carbon Removal
Journal of Commerce: Ahead of G7 meetings, energy minister announces funding for green tech projects
MEDIA MENTIONS
77+
POTENTIAL REACH
20+ million
The campaign generated significant national attention, reinforcing NorthX’s role as a cornerstone of Canada’s carbon removal ecosystem and positioning its portfolio companies and Canada more broadly as globally competitive leaders in an emerging climate-critical industry.
