Equity Gap had just led the investment into an exciting new technology startup called Insignia Technologies, whose ‘smart label’ looked set to revolutionise the food packaging industry. Knowing our track record of getting technology investment stories into the headlines, Equity Gap approached Hot Tin Roof to structure a campaign that would maximise their exposure as investors in young, emerging companies.
We’re always excited to see startups securing investment to help them to achieve their ambitions, and quickly we realised that Equity Gap’s latest investment was an important one. The technology invested in was helping the fight against food waste: it was such a hot topic at the time that we knew we had to act fast and go big!
We saw the opportunity not only to raise the profile of Equity Gap, but to put the spotlight on Insignia Technologies as well. It would be a win-win situation that could help bring a return on the investment to Equity Gap through increased exposure of the invested company. As well as approaching the business investment press, we researched and created a full trade media list including print & packaging, manufacturing and sustainable development. We embargoed the story to allow us to set up interview opportunities in advance.
Hot Tin Roof’s quick response and targeted strategy saw us secure over 40 pieces of coverage including BBC, STV and the Times. From broadcast and national newspapers, business and investment press, to packaging and sustainability publications, news of the investment was spread far and wide. After the success of the campaign, Equity Gap reaffirmed our position as their preferred supplier of PR services. Insignia Technologies had numerous additional press enquiries, interview requests and business profiling opportunities, and has been approached by companies they never expected to have contact with.