European launch of the exoskeleton
Ekso Bionics is a US-based developer and manufacturer of bionic exoskeletons that enhance human strength, endurance and mobility.
In 2010, the company unveiled a new bionic device in the US, called Ekso, which helps people with spinal cord injuries to walk again. The device received an overwhelming media response in the US with coverage on major news channels including CNN.
Ekso Bionics was keen to emulate this success in the UK and attract the attention of their target market, spinal injury rehabilitation centres, with a launch event.
To give the story mass media appeal, Souter PR was appointed to position the product as a new advancement in bionic technology rather than a medical device. The London International Technology Show (LITS) provided the perfect UK launch platform.
Working with the show’s organisers, Souter PR created a live stage event on the opening day in addition to a media photo call and filming opportunities outside the venue.
Bringing the technology to life, its ‘test pilot’ Amanda Boxtel, took part in a photocall on Royal Victoria Dock Bridge outside of the exhibition venue. Paralysed 20 years ago, she had just learnt to walk again using Ekso – creating a stunning filming and picture opportunity for media, with an iconic London backdrop
The resulting broadcast media coverage generated by Souter PR included ITV1’s Daybreak, Sky News and BBC Worldwide plus a half page feature in the Daily Telegraph, which all helped open up conversations with interested rehabilitation centres.