Northbank to promote ChargeSwitch

Northbank Communications has been chosen by DNA Research Innovations (DRI) Ltd to develop and implement an integrated marketing campaign to promote its ChargeSwitch technology. ChargeSwitch is used in a diverse range of nucleic acid purification kits produced by the company. It uses a unique ionic-switch to bind nucleic acid molecules during the extraction process and, as it offers several advantages over currently available kits, it is a new and exciting alternative in a competitive marketplace.

The campaign will include elements of advertising, direct mail and e-marketing. It will be directed by Sue Charles, with creative direction provided by Chris Fisher and project management by Dr Rebecca Todd. Northbank will also provide PR support to DRI, in the form of media outreach, and website development and management.

Sue Charles, CEO of Northbank, commented "We are very pleased to have been able to offer DRI the integrated communications solution required. As a focused and growing company, with limited sales and marketing resource, DRI chose Northbank because it can provide one team to meet all of its communications needs. As DRI builds awareness of a new brand in a competitive marketplace, it is extremely important that all their communications activities, from PR to advertising, are consistent and coherent, if they are to create the greatest impact. Northbank is able to offer expertise across the full marketing mix and is thus able to work in partnership to develop a truly integrated marketing campaign."

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