The Scotland 5G Centre
Using PR to accelerate the deployment and adoption of 5G connectivity
The Brief
Funded by the Scottish Government, the Scotland 5G Centre is the national centre for accelerating the deployment and adoption of 5G connectivity in Scotland’s industry and public sectors.
Perceptive Communicators was tasked with raising the profile of the Scotland 5G Centre and their regional hubs. Activity should highlight the transformational benefits of 5G technology and encourage adoption amongst target audiences, helping Scotland to realise its digital potential.
Our Approach
The communications campaign was firmly rooted in research and insight to ensure key messages were targeted to resonate with SME or local authority audiences.
Perceptive led media relations to raise the profile of regional 5GConnect hubs in both local and business media, highlighting the support available and resources provided by the Scotland 5G Centre. This included positioning experts from the Scotland 5G Centre as thought leaders in digital technology.
Finding relevant media opportunities to showcase the use cases of 5G technology, including enabling the live news broadcasting of His Majesty King Charles III’s Coronation, communicating complex technology to general audiences.
The Results (past year)
252 pieces of earned media coverage
185m potential audience reach
400+ brand mentions
Significantly increased the Scotland 5G Centre’s profile compared to the previous year, including +18% increase in new mentions and +24% increase in reach
Outcomes & Impact
Improved political engagement through VIP ministerial visits and demonstrating economic and societal benefits, including support from Governor of the Bank of England for the Centre and its technology.
Wider interest and engagement from industry partners, SMEs, local authorities and academia, including successful launch of 6 regional hubs all over Scotland and the first pop-up 5G hub for the Highlands and Islands.
Raising awareness of 5G to a non-technical audience through the Coronation broadcasting story, with Scottish Government Innovation Minister Richard Lochhead noting that “this outstanding achievement demonstrates once again how 5G technology can help transform Scotland’s economy by driving innovation and enhancing our global competitiveness.”
Client Feedback
“Working with Perceptive Communicators has proved very valuable for the Scotland 5G Centre. With a fully dedicated and experienced team who understand our needs, plus a can-do and proactive attitude, the Centre has achieved great success in brand awareness, reach and recognition within the 5G and digital arena, thanks to the work of Perceptive. The Perceptive team understands our goals and uses their strong relationships with key media and stakeholders to deliver impressive results.”
Esther Francisco Ballesteros: Marketing and Communications Manager, the Scotland 5G Centre
