Affymetrix first to launch complete human genome chip

This year saw a race by DNA array manufacturers to launch a Gene Chip containing the whole expressed human genome on a single chip. Affymetrix, a world leader in array technology, came first in October with the launch of its U133 Plus array. As part of its ongoing PR support for Affymetrix, Northbank was commissioned to announce the launch of the U133 Plus array in Europe via the media and at a press conference during the BioTechnica conference in Hanover.

On the day of the launch, Northbank achieved a news feature in the Financial Times, having used its contacts to set up an interview between David Firn, the FT’s biotech correspondent, and Steve Fodor, Affymetrix’ CEO.

To maximise trade press coverage of the U133 Plus and other Affymetrix products, and to build closer media relationships, Northbank suggested to Affymetrix a press conference to formally launch the new chip at BioTechnica. Key media were invited to the press conference, resulting in attendance by 16 international trade editors. As many of them were native German speakers, all press releases and other press pack materials were translated into German by Stefan Platz, the account manager from our Munich office. On-site support during BioTechnica was provided by Sue Charles and Stefan Platz, who coordinated all press activity during the show.

“We were very pleased to support Affymetrix through the launch of such a key new product,” commented Sue Charles, Northbank’s CEO. She continued, “As a result of the activities we have also identified four opportunities for feature articles on Affymetrix’ technology and products in key European trade journals for 2004.”

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