Tag Archives | book launch

Promoting the Cambridge Phenomenon

Brief and Objectives

In their latest book about the ‘The Cambridge Phenomenon’. Charles Cotton and Kate Kirk wanted to stress the international impact of Cambridge ideas. Holdsworth Associates was asked to create a story to attract media coverage and add value to the event.

Strategy

The concept of the Cambridge Phenomenon’ has been discussed at length and frequently the city is criticised for creating ideas not businesses.  This view is outdated, so HA proposed to use a photograph of the new Cambridge skyline of cranes, to create an alternative image for the city.  We also invited spokespeople who have set up successful international businesses, or been the reason for multinational companies setting up R&D facilities in the cluster, to speak to the media at the launch.

Tech companies with different types of  international impact were sourced and  interviewed to gain case-studies. They were also  invited to bring demonstrations to the launch event to create filming opportunities for broadcast media and interest for attendees and journalists.

Business, finance and technology publications were targeted, alongside local and national outlets.

Implementation 

We developed stories with William Tunstall-Pedoe; the man behind Amazon Echo’s ‘Alexa’ software, Sebastian Manhart of Simprints, Professor Andrea Ferrari of the Cambridge Graphene Centre and Professor Chris Lowe of the University of Cambridge.

We commissioned a photograph of the new Cambridge Skyline to demonstrate visually the ‘new Cambridge’.

Content was produced on each of these contributors, with diverse press releases. Holdsworth Associates kept in contact with these organisations as the process unfolded, providing details of the event and organisation for the demonstration desks, wireless access etc.

The Cambridge Phenomenon - Global Impact book launch
Cambridge Phenomenon Global Impact book launch and media relations

 

Outcomes 

The launch of the ‘Cambridge Phenomenon’ gained strong coverage in the national, broadcast and online media.

Selected coverage

  • The Times
  • BBC News
  • Cambridge TV
  • Science|Business
  • Engineering & Technology magazine
  • Business Weekly

Participating companies also benefited from wider coverage and gained stories for their websites and content for Twitter and social media outreach.

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Generating media interest for The World Atlas of Great Apes

How do you create international media interest with the launch of text book? This is the challenge UNEP - World Conservation Monitoring Centre set us.

Objective

To create an impact with a new report it is vital to create a compelling news hook.

The World Atlas of Great Apes was to be launched by UNEP-World Conservation Monitoring Centre ahead of an important convention. Although an interesting subject, the book was a collation of pre-existing information and contained nothing new. Holdsworth Associates was tasked with making the Atlas headline grabbing.

Strategy

We analysed the book and spoke to the contributors. Although the Atlas contained no new data or statistics, it was the first time this information had been brought together. So we created a single infographic to capture this and used anecdotes to provide the real-life stories behind the data.

London Zoo was approached to provide a launch venue and broadcast images and conservationists and gamekeepers were invited to speak to the media about the challenges they face.

Outcome

The launch received international and national coverage including the BBC Breakfast programme, the One O’Clock News, BBC Radio 4, BBC Newsround, The Times, The Guardian, The Financial Times and The Independent and scientific publications such as New Scientist and Nature and consumer magazines such as BBC Wildlife magazine.

Sales of the Atlas exceeded expectations. The Atlas was referenced throughout the following week as the Kinshasa Conference progressed and is now a key text within the media for great ape population and conservation data.

World Atlas of Great Apes

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