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Case Studies


Media Relations PR for Reactec

Media Relations PR for Reactec

Acumen PR case study


The Client

ReacTec Limited, a ‘spin out’ company from University of Edinburgh, is a pioneer in the development of vibration control technology.

The company originally developed a prototype ski named Concept 3, that was engineered with a unique sensor integrated into the ski substrate that absorbed vibration by adapting itself to the ski conditions – soft snow or hard packed snow.

In essence, The Concept 3 Ski works in a similar way that nerves interact with muscles in the human body, sensors integrated into the ski monitor vibrations and provide input into a control interface which triggers a reaction from an active material combined onto the structure of the ski.
Skiers will be able to effectively use the Concept 3 Ski on and off piste. The varying properties of the active material will adapt the behaviour of the ski making it more flexible or rigid depending on the snow conditions. The ski will stiffen when ridden on hard packed snow or become more flexible as the snow melts or on powder snow.
The technology enables greater edge contact to be maintained with the slope and will therefore increase the skier’s ability to control the ski. The adaptive ski also holds significant advantages for the skier in that it will reduce fatigue by absorbing more vibrations, allowing the skier to ski for longer.
The Campaign

Acumen’s campaign for Reactec focused on media relations, but it was decided after discussion with the ReacTec management that the importance of “selling in” the vibration control technology reducing the emphasis on the prototype ski should be prioritised when dealing with the ‘vertical’ trade media.

It was agreed that Acumen would thoroughly research a small selection of trade media that had the credentials to get the correct messages over to a new audience for the company.

It was felt that, in this instance, one trade magazine met the criteria

After a series of discussions with the UK’s leading industrial design magazine Eureka, the editor, Mark Fletcher agreed to take a closer look at the technology and discuss with ReacTec how the vibration control technology could be developed and applied into other areas of engineering design.

Interviews were then arranged between the magazine and Reactec engineering director Peter Watson.

The Result

A full page article subsequently appeared in Eureka the following month, complete with schematic diagrams of the vibration control sensors and an in depth appraisal of the technology.

From this, an engineering director from one of the world’s largest manufacturers of power tools showed an interest in the ReacTec’s technology and the company went on to conclude a major contract on the back of this article being read.

Other companies have also shown an interest in this technology and Acumen is delighted having played its role as the catalyst in bring Reactec’s active control system to a much wider audience.

The contract with the power tool manufacturer is well into six figures and they have recently secured a deal with one of the UK’s leading audio equipment manufacturers to supply vibration control technology to its new generation of audio speakers.

This again came on the back of the major news article in Eureka Magazine.

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