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RCGAction
The Monthly Newsletter
and Planning Calendar of the St. Louis RCGA
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Biobelt
Takes Root in National Media
A year ago September, the RCGA publicly announced the results of
the Battelle Study and officially branded the St. Louis region as
the BioBelt—The Center of Plant and Life Sciences. The BioBelt brings
together talented people pursuing breakthrough innovations in health
care, agriculture and nutrition.
Since that launch—with strong and widespread volunteer efforts and
a relatively modest amount of resourcing (particularly since the
Battelle Study recommends a marketing commitment of up to $2 million
annually)—the BioBelt brand has gained traction, and has continued
to build momentum with coverage, for example, in Fortune Magazine,
the Washington Post, The Wall Street Journal, The
Boston Herald, the San Diego Union-Tribune and the Des
Moines Register of St. Louis’ emergence as the BioBelt. Also,
the RCGA, Gov. Bob Holden, and our economic development partners
marketed the region this past June to some 15,000 attendees of the
Biotechnology Industry Organization (BIO) 2001 in San Diego.
In addition, American Demographics Magazine interviewed
the RCGA for a feature story titled “Cities As Brands;” the discussion
focused on branding the St. Louis region as the BioBelt. Further,
Area Development Magazine also interviewed the RCGA concerning
its BioBelt efforts for a special spotlight on the “Heartland” issue
they will be publishing soon.
And, the Dec. 31 issue of Business Week Magazine will carry
a full-page, back-cover BioBelt ad. That issue of the magazine,
which is their year-end Investment Outlook, will reach an estimated
audience of 4.5 million readers. This issue will also feature a
spotlight on Missouri. |
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