Zumtobel is one of the world’s largest lighting manufacturers. It is in a race with rival light makers to develop next generation lighting to replace light bulbs with more energy efficient, environmentally friendly options. Zumtobel’s project, operating out of its subsidiary company, Thorn Lighting in Spennymoor, County Durham, is developing mind-blowing technology capable of lighting Third World hospitals powered solely by solar power. The solid state lighting has the potential to remove the need for one in five nuclear power stations in the UK and is expected to be in mainstream use by 2016.

Goal

Publicise Zumtobel’s research and development project across North East England.  Although the research project is well known in global technology circles, Stride was brought in by project leader Dr Geoff Williams to raise awareness regionally that the technology was being developed in North East England.

Added value

In addition to Geoff’s stated aim of raising regional profile, Stride identified an opportunity for PR to deliver far greater impact for the project.

The North East has a proud history in the lighting industry. Sir Joseph Swan held the first public demonstration of the incandescent light bulb in the 19^th Century before teaming up with Thomas Edison to develop and market mass lighting for the first time.

Stride recommended Geoff re-enact Swan’s demonstration using his own technology in public for the first time.

Stride co-ordinated and managed a one-day national conference during which Geoff showcased his lighting system for the first time.

Solution

We worked with Geoff to develop messages that were clear and simple to understand for journalists that did not have the depth of technical knowledge that trade reporters enjoy.

In addition, we developed page-ready releases and organised strong imagery to target regional media.

Impact

The campaign achieved more than 40 separate pieces of coverage online, in trade publications and across regional newspapers as well as broadcast interviews on the BBC and regional commercial radio stations and online.

The conference attracted 85 delegates from across the UK and Europe representing a range of industry sectors. Guest speaker was the Government Chief Whip and Minister for the North East, Nick Brown MP, and the regional development agency, One North East’s economic development spokesman.

Nice touches

Mr Brown publicly endorsed the technology at the launch event and supported Geoff’s bid for additional funding from the Technology Strategy Board.

In addition, One North East gave a commitment to install the technology in every new building it developed once the lighting was commercially available.

STOP PRESS … On June 4, Geoff is expecting a decision on whether or not he will be successful in his bid to raise a further £4.5m funding for the next phase of technological development.