Innovate UK

Digital
Horizons

Following the publishing of its Creative Industries Strategy, which set out those areas where Innovate UK believed public interventions will bring the greatest economic benefit to the sector which was facing rapid technological change, Bray Leino was challenged with engaging with the creative industries to garner feedback.

Creative Engagement

It was essential that Bray Leino maximise engagement in the Strategy utilising communication platforms that would resonate with the audience. This led the team develop an online, interactive industry debate involving a panel of key influencers. The live Q&A session saw authors of the Strategy and panel members, including industry leaders Fred Bolza from Sony BMG, Rory Sutherland of Ogilvy Group & IPA chair and Julie Meyer of Ariadne Capital, answer questions posted before and during the event via Twitter which were streamed live via bespoke campaign pages developed by Bray Leino on the Innovate UK website. The debate was recorded and edited for download and posted on YouTube and LinkedIn.

A series of eshot invites were issued to target audiences and PR was conducted in the run up to the session to raise awareness and build registrant numbers. Debate on the day also provided content for further media relations and feature pieces on the strategy itself.

The results?

• 440 attended the online event
• Post event interaction and online content was reviewed by an audience of over 6,000
• 1,200 downloads of the edited debate footage
• Over 50 pieces of media coverage secured creating 17.3m Opportunities to See with coverage that spanned the Daily Telegraph, the Independent on Sunday, the Sunday Times and the Financial Times as well as key trade titles such as PR Week, Creative Review, The Drum, Music Week, Edge, Web Designer, The Bookseller, Pro Sound News and Cream.