Making animal show business content and copy

Skill area: Content, copywriting and events

Objective: Creating animal show business at BSAVA Congress


BSAVA Congress is a prestigious small animal conference and a fixture for vets and vet surgeons hungry for the latest veterinary science and thinking, and some peer-to-peer networking.  To thrive it needed the ongoing financial support of exhibitors to commit to sponsorship fees.  Rival conference organisers were snapping at their heels, and it was vital to reinforce what made it special: the quality of exhibitor product launches, the size of deals agreed, stories of friends reunited and the power of conference presentations.  Its winning blueprint included a daily newsletter and a slick press office stuffed with the best vet journalists, but it needed strong content and powerful stories.

We devised a classic news-room hub, and sent a small team of “news-hounds” in very noticeable, dog-branded t-shirts around the show’s aisles and into the conference halls.  Working all over the weekend, and using their own news-nose, the ‘hounds’ teased stories out of speakers, exhibitors and delegates, writing up news stories, photo-stories, deals and meaty science stories.  With overnight printing, a daily newsletter was circulated enabling everyone to get more from the event.   Photo stories were fed to the media securing coverage in the national and Birmingham media.  We made it fun, compelling for our interviewees: jut like show business.

"The team at Gravitas offered a professional and creative approach to PR, and an impressively quick understanding of our communication needs. A pleasure to work with, meeting any challenge with great insight and a sense of humour." 

Kay Colquhoun, PR & Communications Manager at BSAVA