INTERNATIONAL NEWS: UK investment group picks MWW for renewed PRpush in the United States

NEW YORK: Invest-UK has shifted its strategy from advertising to PR

in an effort to attract US and other foreign corporate investment to the

UK.



'Over the past few years it was clear that advertising wasn't producing

results for us,' said Ian Gibbons, deputy director of Invest-UK. 'We

have adopted a new route which is very much PR, PR, PR.'



The organization retained MWW Group last week to handle its US PR push,

and recently hired GCI Group in Britain. Selected advertising will be

used only when Invest-UK is sponsoring a trade show or other

high-profile event.



Invest-UK went through a rebranding last year, when it changed its name

from the Invest in Britain Bureau and focused on attracting more

technology firms. A review of messaging strategy was part of that

process. 'It was time to dust ourselves down and give ourselves a new

look for the millennium,' said Gibbons.



Invest-UK is one of the sponsoring organizations behind Red Herring

Venture 2001 at the end of April. The organization will also be

developing targeted seminars through its seven regional offices, in

Boston, New York, Chicago, Atlanta, Los Angeles, Houston and San

Francisco.



Currently, there are 5,600 US companies in the UK, and between 100-120

either start up an operation there or expand current business every

year.



MWW will provide media relations, direct marketing, event planning and

affinity relationship support. Gibbons would not disclose the budget for

the account.



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