Edinburgh agency’s transformative communications work secures continued role shaping UK’s robotics and AI narrative
Hot Tin Roof is continuing its partnership with the National Robotarium at Heriot-Watt University for a fifth consecutive year, building on award-winning campaigns that have fundamentally transformed how Scotland and the UK understand robotics innovation.
The agency has delivered strategic communications that have secured more than 3000 media hits across four continents since 2021, positioning the National Robotarium as the authoritative voice on robotics and AI and influencing policy discussions at the highest levels of government.
Hot Tin Roof’s work has spanned policy engagement at Westminster and Holyrood, as well as national and international media campaigns reaching outlets from BBC Radio 4’s Today programme to TIME Magazine. The agency has also secured broadcast opportunities, including on Channel 4 News and BBC World News, that have established the National Robotarium as a trusted expert on how robotics can address critical challenges in healthcare, sustainability and economic growth.
This work has recently prompted Scotland’s First Minister John Swinney to cite the National Robotarium’s thought leadership in speeches on NHS modernisation and attracted high-profile government visits, including the Scottish Affairs Committee and the Department for Business and Trade.
The partnership’s success has been recognised with multiple industry awards, including the PRCA Scotland Dare Awards for Best B2B Campaign and Launch of the Year 2023, alongside the CIPR PRide Award for Best Business and Corporate Communications Campaign of the Year 2023.
Sarah Lee, Managing Director of Hot Tin Roof, said:
“Our campaigns with the National Robotarium have achieved something genuinely transformative. We have shifted the global conversation from science fiction to real life solutions tackling today’s most pressing challenges. We’ve secured coverage across every major UK broadcast outlet, positioned the facility as the go-to expert for international media from Reuters to Associated Press and influenced policy discussions that matter.
“This partnership demonstrates what’s possible when strategic communications meets groundbreaking innovation. From healthcare robotics featured across over 200 global outlets to underwater robots showcased in The Times and broadcast on 100+ channels worldwide, we’ve told the stories that need to be heard. Stories that are shaping how governments, industry and the public understand robotics’ potential to make society safer, healthier and more productive.
“This extension reflects both our past success and our shared ambition for what’s next. We’re excited to continue this partnership and amplify the National Robotarium’s message to even wider audiences throughout 2025 and beyond.”
Stewart Miller, CEO of the National Robotarium, said:
“Hot Tin Roof’s strategic approach has been instrumental in establishing the National Robotarium as a leading voice in the robotics revolution. Their ability to translate complex innovation into compelling narratives has delivered exceptional reach from policy influence at Westminster to global media coverage that has put Scotland and the UK at the forefront of international conversations about robotics and AI.
“The team’s tenacity and deep understanding of both our technical work and its societal impact has helped transform how we’re perceived. That positioning has directly contributed to increased government engagement, industry partnerships, and public understanding. We look forward to building on this momentum in year five.”
