RETURN TO: Case Studies
WINNER – PRSA-LA PRism Award
“Best Media Writing”
SITUATION
Despite world-class research, low-cost labor and business-friendly reforms, Italy had been slow to achieve its potential as a leader in the biotechnology industry. Ironically, the nation that helped shape the modern world during the Italian Renaissance had developed an image problem with respect to life science innovation.
Determined to help Italian biotech ventures compete more effectively for U.S. investment, the Italian Trade Commission (ITC) retained ExcelPR Group to create a series of advertorials for publication in top-tier outlets including BusinessWeek, Red Herring and The Economist. Publication was timed to coincide with the annual BIO (Biotechnology Innovation Organization) International Convention.
The advertorials focused on how Italy was the biotech industry’s “best kept secret.” Funded by companies and trade groups from three regions (Lombardy, Piedmont and Sardinia), the advertorials were to serve as a core component of ITC’s effort to promote the nation’s biotech sector.
OBJECTIVES
- Elevate awareness of Italy’s world-class research, infrastructure, achievements, government reforms and new entrepreneurial spirit.
- Support Italian exhibitor networking and investor outreach at the BIO convention.
- Inform Italian biotech professionals working in the U.S. that Italy has significant opportunities for career advancement back home.
- Remind readers about Italy’s unique quality of life, strategic access to Europe/the Mediterranean and overall attractiveness as a business destination.
EXECUTION
Three versions of the advertorial were created to target each publication’s readership. The first two versions (for Red Herring and The Economist) were timed for publication prior to the BIO convention. The third (for BusinessWeek) was to be published after the convention.
Each version of the advertorial included sidebar “spotlights” with specific examples of Italian success in biotech research and commercialization. The narrative also reminded readers about Italy’s unique quality of life (what Italians call “la vita bella,” or “the good life”). The strategy was to entice them to find out for themselves why Italy had become the biotech industry’s “best kept secret.”
The writing was sophisticated yet non-technical, and consistent with each publication’s editorial style. Each version also listed Italy-related BIO events and exhibitors.
RESULTS
ITC’s booth at the BIO Italian Pavilion fielded more than 400 inquiries from attendees who reported that they had read an advertorial about Italy’s presence at the convention. Most of the inquiries involved specific Italian companies, researchers and BIO events featured in one or more of the advertorials. According to ITC, overall traffic at the Italian Pavilion far exceeded previous BIO conventions. When surveyed, companies exhibiting at the Italian Pavilion also expressed greater satisfaction and value for their tradeshow investment than in prior years.
The success of the campaign encouraged ITC to retain ExcelPR Group to create a similar series of advertorials the following year to promote Italy’s emerging biotech sector.
