Launching a global
The National Robotarium, the world-leading centre for Robotics and Artificial Intelligence, opened in September 2022. Our brief was to secure positive global coverage about the new facility and prompt enquiries. This launch needed a carefully considered approach and robust planning.
Fail to plan, plan to fail
HTR interviewed more than 30 stakeholders and 25 key media contacts to identify any sensitive topics that might overwhelm the launch story. We tracked robotic and AI stories for several months to ensure our content was fresh and positive. We created two mission teams – one based remotely to outbound pitch, set up opportunities and plan diaries, and one on-site to find visual ops, attend interviews, brief client spokespeople and external experts, rehearse tricky questions, and maximise limited access to the robots.
Fighting through the smoke
Using all the intel collected, we chose our central theme – the National Robotarium solves global challenges to make society safer, healthier and more productive – and we used this in all our content. We created two distinct stories – a global corporate partnership announcement with Tata Consultancy Services and a visually exciting collaboration project that developed an AI-powered helmet to help firefighters locate casualties in smoke-filled spaces.
We smashed it! Weeks of planning saw 537 articles published around the world about the launch. Coverage appeared on Reuters, AFP, BBC, Sky News, ITV, Channel 5 and even the China Global Television Network! Most importantly, the National Robotarium received 430 high-quality enquiries immediately post-launch from businesses, schools and the media.
CEO, National Robotarium
Firefighters trial new smart helmet which could save lives
Don’t be afraid of Artificial Intelligence, says head of UK’s new robotics centre
TCS and UK-based National Robotarium collaborate on robotics & AI research
Garnering global attention for Scotland
Event / Launch of the Year Award Winner
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