Invest Victoria is an Australian-based world-class investment promotion agency. The agency sought to elevate the profile of the Australian state of Victoria among target investors in the United States. The city of Melbourne, Victoria was the main focus of this effort. Nyhus launched a multi-faceted communications program to promote Melbourne’s innovative economy.
Regional governments from all over the world compete for the business of major U.S. companies investing overseas. Victoria faces formidable competition for such business from other high-tech centers across Asia Pacific, including Singapore and Hong Kong. Most international coverage from U.S. media focuses on entire countries or individual companies, not states or cities.
The Nyhus solution encompassed media relations, thought leadership, event marketing and social media. Relationships were established with select media to focus on innovation in Victoria. Nyhus strategically promoted key industries by positioning industry experts through op-ed articles and speaking engagements. Events included salon dinners, conferences, and company tours where Nyhus arranged introductions to U.S.-based C-suite executives. Nyhus also launched the Victorian BIO social media properties to raise awareness of Melbourne’s rapidly growing biotech industry.
Starting in 2009, Nyhus consistently exceeded annual metrics and increased coverage goals. Media coverage on Victoria ran in top-tier publications, including CNBC, Forbes, NPR and Yahoo Finance. Nyhus placed articles in industry-leading publications such as Genetic Engineering News, GreenSource Magazine, and Fierce Drug Delivery.
Thought leadership was established with an Invest Victoria speaking opportunity at the 2011 Bloomberg Media Summit, as well as several bylined articles with industry-leading publications, including Global Corporate Xpansion and Defense News.
Nyhus’ support at events and conferences yielded impressive results. At the 2012 BIO International Convention, Nyhus secured 17 media interviews in three days, 13 coverage opportunities, and more than 60,000 social media impressions. In March of 2012, Nyhus coordinated two VIP events with more than 60 attendees as well as six executive meetings for representatives of Invest Victoria and PricewaterhouseCoopers to attract R&D investment in Melbourne.