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Case Study

Digital 2014: Inspiring a new digital direction in Wales

Working Word was appointed by Welsh Government in January 2014 to lead the PR strategy for its flagship technology event in Wales, Digital 2014 – part of the ICT Sector Panel and Exploitation Unit’s strategy to bring education and industry together to affect real change on issues such as the digital skills gaps, which if addressed could help to create jobs and wealth for Wales. 



  • Raise awareness of the event and encourage registrations across industry, academia and young people

  • Profile global thought leader speakers as well as local tech start-ups who were already exploiting megatrends like cloud, mobile and big data to position Wales as a burgeoning technology hub brimming with opportunity

  • Engage with young people across Wales to ascertain their real views on the opportunities within the sector and if the schools system was fit for purpose

  • Bring these opinions to the forefront of academia and industry’s mind to inspire change


Our approach

  • Seeded out case study-led, geographic-specific press releases with a call to action to encourage pan-Wales registrations

  • Set up proactive thought-leadership pieces and interviews for speakers sold in to key business titles such as Telegraph Online, Fresh Business Thinking and Business Zone, as well as key technology titles such as Wired, Worksmart Technology, CIO, TechWeek Europe and Tech Radar

  • Drove marketing within education media, online platforms and social networks targeting universities, schools and colleges

  • Engaged with over 1000 young people through school events, focus groups and a piece of research leading to the creation of young people’s 10-point manifesto which was delivered to Deputy Skills Minister Ken Skates on-stage at the event


  • Attracted 2200 delegates across the two days, over 500 young people attending from schools, colleges and universities

  • Over 100 pieces of campaign coverage in total, in regional, national and trade outlets including 22 event interviews with BBC Radio Wales, ITV, BBC Radio Cymru and Radio Cardiff among others

  • Over 360 pledges from businesses to help foster young people and their skills within industry – directly as a result of the young people’s manifesto being delivered of the decision makers

  • The event was trending on Twitter with the #Digital2014 hashtag with 1,076 uses of the hashtag, 3,199 tweets and 941 YouTube video views