Public Sector: Campaign breakdown - UK life sciences

Agency: Fishburn Hedges
Client: UK Trade & Investment (UKTI)
Timescale: April-ongoing
Budget: Not disclosed

- The Lowdown

UKTI is the governmental organisation dedicated to helping UK companies succeed internationally and foreign companies to set up or expand in the UK. Fishburn Hedges provides PR support to help it promote the UK life sciences sector. The focus is on demonstrating the UK's strengths and ensuring it remains the premier global destination for life sciences investment. Additional PR support includes raising the awareness of the marketing board and its work to the wider UK life sciences sector.

- Why is this campaign happening now?

The UK enjoys a world-leading position in life sciences, but there is intense and growing global competition in this sector. The campaign is designed to give the UK a bigger voice, both at home and internationally.

- Who is being targeted?

UK companies, academia and other parts of government that are involved in selling the UK life sciences sector, as well as overseas businesses that might be attracted to buy or invest in products and services from the UK.

- What else is being done?

Major activities have included supporting the UK's presence at the international BIO 2008 event in San Diego. Working with UKTI, as well as UK companies and speakers at the show, Fishburn Hedges drove media attendance at UK-led seminars and secured coverage during and after the event.

- Are there any potential pitfalls?

A key challenge is balancing the diverse requirements of the biotechnology, pharmaceutical and healthcare/medtech sectors, while promoting a strong brand identity for UK life sciences as a whole.

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