Take a disused warehouse, add a basketball court and some innovative start-up companies and what do you get? FIG Village – the latest brainchild of our client, Find Invest Grow (FIG).

As the first of its kind in West London, FIG Village is a hub for start-ups designed to provide companies of all shapes and sizes with an affordable and supportive environment where they can grow and develop. FIG is a venture capital firm that invests in start-ups founded by students and recent graduates. It believes hubs of this kind shouldn’t be fixed to a location like those in East London, but situated close to the right amenities and champion start-ups from all sectors, as well as providing a home to established businesses.

It seemed only natural to FIG that it should celebrate this space through a good old fashioned launch party, and the Aspectus team was delighted to attend the event last Thursday night, having been closely involved in rounding up journalists and helping to organise the event. On the day, we found ourselves in some impressive company. As well as FIG’s network of investors and start-up businesses, Deputy Mayor, Kit Malthouse was there to welcome the crowds and endorse this great initiative.

For Aspectus, there was a lot more to this than a networking event. We knew it would be a great opportunity to tell the press more about the latest FIG project, and they were very receptive. Through careful positioning, we were able to elevate the story to a national level; hitting the headlines in mainstream dailies and making some noise in the broadcast space. FIG’s co-founder and seed company, MuJo, addressed the capital on BBC London 94.9 in the morning and The Telegraph covered both the event itself as well as profiling FIG and how it supports new businesses.

Sometimes, proving the value of PR can be tricky, but in this case the results speak for themselves. What’s more, the coverage from the event generated significant interest in both FIG and its seed companies, proving just how valuable PR can be with the right skills and know-how.

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