It seems that whenever Brexit is in the news, it’s usually for something negative. But when businesses have a Brexit plan in place, it can generate positive headlines.
When Firefly Orthoses announced it was bringing a major medical conference to the North West of Ireland because of Brexit, the Sligo-based company made national headlines.
Firefly used to hold its biennial conference in London but this year Firefly Summit 2017: Podiatric MSK (musculoskeletal) will make its Irish debut as uncertainty about the UK’s EU exit swirls.
In announcing the news, StoryLab worked with Firefly to make sure that the positives of the new location were highlighted and maximised – and to show that Firefly was turning the concept of a medical conference on its head.
The Firefly Summit will see 21 of the UK and Ireland’s podiatry profession’s top minds — 11 female and 10 male — deliver a series of quick-fire lectures, sharing their hands-on clinical practices.
But wrapped into the programme are activities such as surfing, hiking, paddleboarding (SUP), golf and more.
To underscore the outdoor treats on offer, Firefly’s Martin McGeough, surfer Easkey Britton and photographer James Connolly climbed Sligo’s Knocknarea mountain for a special ‘high-altitude’ photocall.
By deciding to take speakers and delegates out of the lecture halls and into the heart of nature, Firefly has doubled the number of 2017 conference signups, when compared to the last event in London.
News coverage included the Irish Independent, Irish Examiner, and Fora, as well as key regional media, with James Connolly’s picture also attracting online engagement and comment.
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