Launching the Life Sciences Hub Wales

Brief

• To launch the Life Sciences Hub Wales, in Cardiff Bay, and transform perceptions of the life sciences sector in Wales.
• To position the Hub as the place for life sciences collaboration and innovation, highlighting the Welsh life sciences industry as open for business on a global level, with the ultimate goal of driving interest and membership.

Solution

We devised an integrated campaign to generate national exposure and boost the Hub’s commercial credibility, based around a ‘Welsh Dragon’s Den’ theme. This involved:

  • Securing launch attendance from Dragon’s Den star Theo Paphitis.
  • Offering exclusive interview to The Telegraph with board member Sir Chris Evans, one of Europe’s leading biotechnology entrepreneurs.
  • Issuing diary marker and press releases to national business journalists; arranging interviews with board chair, renowned ‘drug discoverer’ Prof Chris McGuigan.
  • Targeting an ‘A list’ of key trade media journalists to encourage attendance at launch, offering exclusive interviews with Hub members.
  • Developing and issuing an electronic briefing pack on Wales’ vibrant life sciences sector, issued as a ‘takeaway’ pack for the media on launch day.
  • Immediately post-launch, sending electronic media packs including images of Hub board members and Theo Paphitis to key journalists.

Result

  • Secured five pieces of coverage in UK national press in total resulting in 160 million opportunities to see. Coverage of the Hub launch appeared in the Times, Telegraph and Guardian.
  • Generated 15 pieces of coverage in Wales on launch day, resulting in 5.9 million opportunities to see.
  • Secured four international publications’ attendance at the launch, including pharmaphorum and the Pharma Times. Secured 20 articles in trade press and resulting in 1.8 million opportunities to see.
  • Our work was recognised with the Healthcare Campaign Gold Award at the Chartered Institute of Public Relations Pride awards 2015.
  • In its first year, the Hub had exceeded membership targets by 200% and exceeded visitor targets by 779%. Notable International visitors included US Ambassador Matthew Barzun.
  • There are now 90 high-profile members including GE Healthcare, GSK, Cardiff University, Microsoft and EKF Diagnostics.
  • Since the Hub launch, the £100m Life Sciences Investment Fund has invested £35m in eight deals and generated £139m worth of co-investments, helping to create 420 jobs.
  • “Brighter Comms devised a strategy that wasn't just about securing column inches – it was a targeted, brilliantly thought out campaign that focused on delivering our main objectives. Since launch we have had thousands of visitors and 90 organisations have signed up to be members – results that simply could not have been achieved without the stellar PR activity Brighter Comms delivered. ” Professor Chris McGuigan, Chair of Life Sciences Hub Wales board