In the summer of 2005 Grid Computing Now! set out to champion UK commercial leadership in grid computing and called in Hotwire to run a campaign to explain the vast benefits it offers and to clear up misconceptions. Hotwire’s campaign had four objectives:
- Grid Computing Now! needed to be established as a trusted source of information on grid computing - - Awareness of the links between scientific research and grid technology advances needed to be raised among key audiences, especially the media
- - The IT user community needed to be made more aware of the real potential offered by grid computing
- - The UK ICT industry, users and government, needed to be prepared for grid computing
One of Hotwire’s first challenges was to overcome media apathy towards grid computing, which was regarded as an over-hyped technology. There was also widespread confusion over the benefits and even the actual definition of grid computing. In such an environment, it was little wonder that the whole area had taken on negative connotations, with key audiences concerned about the potential for security threats and related licensing costs. It was key to turn scepticism into understanding, serious consideration and adoption. |
Campaigns 
