The Bristol & Bath Science Park called on Spirit in the run-up to the project’s opening to help raise awareness, increase tenant enquiries and generate a sense of excitement around the development. The initial focus was to target local and regional audiences to reflect the fact that the majority of tenants are expected to come from Bristol and the South West.
We kicked off the campaign with media tours of the site, pegged to the opening of new roads named after West Country scientists. This was followed by a steady drip-feed of news stories about the project, regional and trade features and media interviews with the chief executive.
Getting the BBC interested in the science park was an important part of the campaign. With such a large audience, we knew that keeping them engaged was going to be crucial and we worked with the TV, radio and online to create exclusive filming and interview opportunities for them.
Our campaign culminated in September 2011 with the Science Park’s launch and Spirit worked closely with the development team to deliver an exciting event that included science broadcaster Kate Bellingham interviewing David Willetts, Minister for Universities and Science. We also introduced internationally-renowned artist Luke Jerram, who unveiled three glass sculptures of viruses as part of the launch.
The launch achieved coverage in The Independent, Property Week and blanket exposure in local and regional media.
We have also been working on wider communications activities to help put the park on the map, including securing speaking opportunities, advising on networking and social media and organising tours for local MPs.
Our work has resulted in more than 80 press appearances over 10 months, which has reached an audience of more than 1.3 million people.