The British Dental Trade Association (The BDTA) represents and supports manufacturers and suppliers of dental products, services and technologies, to the benefit of members, the dental profession and the public.
The BDTA saw that raising the profile of its President, Ed Attenborough, in the dental and other media and establishing him as a spokesperson for the BDTA would enable the BDTA to communicate its messages clearly to the trade and wider public. In addition the BDTA wished to initiate work on the promotion of dental technology more widely to the general public, particularly to the over 45s.
The BDTA appointed Integra Communications for a year from April 2011 to:
- Raise BDTA President Ed Attenborough’s profile in association with that of the BDTA and its core purposes.
- exploit media opportunities for Ed Attenborough comment
- Gain coverage on technology advances in dental surgery in the wider media
The Campaign 2011/2012:
Integra explored interview, comment and broadcast possibilities and identified a list of target publication titles. In addition to traditional press work, Integra focused on article placement work with a view to commenting on BDTA themes, events and campaigns.
Integra wrote a media profile for Ed Attenborough and circulated it to key journalist contacts. To pitch Ed Attenborough to national business press as well as dentistry media, Integra lined up articles and interviews for the BDTA president.
Integra established a clear voice for the BDTA through media comment, regular blog activity in leading dental magazines and other article placement. Titles included Dentistry, The Dentist, The Probe, PPD and a number of online sources.
Work to expand awareness of improvement in dental technologies resulted in pieces in major consumer media including the Mail on Sunday, Mature Times, Sixty Plus Surfers and Choices magazine.
Ed Attenborough says, “Integra grasped the brief we gave them very quickly and constantly came up with different angles to generate articles and comment in the dental press across a wide range of titles. They also demonstrated that it was possible to place articles about dentistry and dental innovation in the mainstream media. Integra are very easy to work with and enabled us to generate significant media coverage without taking up a disproportionate amount of executive time.”