To tie in with the changing economic climate, our strategic approach was to provide the target audience with a clear commercial benefit to applying for and completing an application form. To achieve this we focused heavily on the incremental ROI of winning a Queen's Award for Enterprise.

The campaign generated a total of 12,780 Request for Application Forms - an increase of over 50% on 2001 ultimately resulting in 1,008 entries to the awards, an increase of over 10% on the previous year.