Building the Catalyst brand

Brief

Catalyst was formed to manage the £500m Central Manchester University Hospitals project from construction and into operation.  Building four large hospitals on a 64-acre site in Manchester was an extremely complex process and was one of the biggest healthcare Private Finance Initiatives (PFI) investments in the UK.

Catalyst hired BPN to provide 24x7 crisis communications and to proactive media support throughout the duration of the construction phase of the project.

Approach

BPN worked with Catalyst and the NHS Trust to create a planned campaign of positive media messages to support the launch and build on, and protect Catalyst's positive reputation.

A PR campaign including news, features, press visits, events, advertorial and award submissions, was built around each significant project milestone.  The programme ensured the constant positive profile of the £500m new hospitals project aligned with the Catalyst brand.      

Solutions / Benefits

327 media articles were achieved during 2009 as well as several BBC broadcast features. Catalyst was keen to ensure a positive presence within the regional press and within one year, 15 in-depth news pieces were attained.  National awareness was also achieved with articles in the FT, The Times, BBC.co.uk, Sunday Express and many key trade titles.

The Royal Manchester Children's Hospital, the largest children's hospital in Europe was also awarded the 'best hospital building' at the national Health Business Awards in 2010.