The challenge

• Stimulate interest in g2i's investment readiness programme for young technology companies in London within the public sector, finance and business enterprise communities.

• Help impress upon the London Development Agency (LDA), which backs g2i, the commitment and successes of the g2i consortium.

Holt PR approach

• Write stories which herald success, provide useful advice, inform.

• Use case studies to present the human face of g2i: let the entrepreneurs tell their stories - how g2i helped to shape them.

• Draw on the g2i consortium members' specialist knowledge on issues affecting start-up businesses (tax, human resources, pensions, etc) for comment.

Outcome

• g2i spokespeople are recognised by the enterprise reporters as authorities on issues impacting the financing of companies being created by London entrepreneurs.

• The LDA has renewed g2i's contract - and has extended its remit to cover to all business sectors.

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