Photonics hub secures €19 Million to drive SME growth

26 November 2020

Matter PR recently delivered a worldwide media campaign to promote PhotonHub Europe, a new pan-European photonics digital innovation hub awarded €19 million investment from the EU’s Horizon 2020 programme.

The campaign has helped to position PhotonHub Europe as a leader in the deployment of cutting-edge photonics technologies, and to generate impact among the light technology and SME communities.

Generating over 40 pieces of media coverage with a monthly audience of over 8.7 million unique users, the media relations campaign highlighted the significant contributions to strengthening the European innovation ecosystem already made by PhotonHub Europe. Coverage included articles in global Brussels-based publications De Tijd, Brussels-Capital Regional daily news television channel, ‘RING.TV’ and science, technology parliamentary news website and EURACTIV.

Sam Young, Head of Content and Media at Matter PR said:

“We have a strong track record of highlighting photonics as a technology that is critically important to Europe’s future: in Industry 4.0; the digital transformation of Europe industry; achieving the European Green deal; and the establishment of a future sovereign and resilient European digital infrastructure.

“Our media campaign secured coverage for the digital innovation hub in science news publications, Science Business and a selection of Belgian publications including ‘Engineering’ and ‘Daily Science Brussels’. The campaign has allowed PhotonHub Europe to increase its engagement with decision-makers and senior leaders in the research community.”

PhotonHub Europe
PhotonHub Europe

Helping European SMEs and mid-caps become highly competitive digital businesses through the fast and smart deployment of photonics-based technologies, PhotonHub Europe will directly create over 1,000 new high-tech EU jobs and nearly €1 billion in new revenues and venture capital by 2025.

The Brussels-based initiative, coordinated out of the Vrije Universiteit Brussel (VUB) will provide European companies – in particular, ‘non-photonics’ SMEs and mid-caps – that are first-time users and early adopters of photonics, with open access and guided orienteering across a broad range of services and capabilities covering support for training and upskilling, ‘Test Before Invest’ innovation and help to find investment.

PhotonHub Europe co-coordinator, Nathalie Debaes said:

“Delivering a media campaign for PhotonHub Europe that reached over 8.7 million people in a month, Matter PR helped us to promote the launch of the new platform to a range of end-user application publications in Health, Quantum, Business, Digital Infrastructure, Manufacturing, Engineering, as well as Photonics publications.

“With their knowledge of global and end-user media, Matter PR provided media relations support and strategic advice to help maximise the impact of light technologies.”


Prof Hugo Thienpont, Director of Brussels Photonics (B-PHOT) at the Vrije Universiteit Brussel (VUB) and overall coordinator of PhotonHub Europe said:

“European industry needs to be at the forefront in innovating with photonics, making the most of our combined strengths across all parts of the innovation value chain, and working collaboratively across all member states, to support European business innovation and growth.

“This is the motivation behind the establishment of PhotonHub Europe which is directly building on top of over 15 years of previous European projects and collaborative efforts by all of the organisations involved in developing and integrating the infrastructure necessary for such a major undertaking”.

PhotonHub Europe will commence operations from early 2021 and will be operating a continuous open call for companies to apply for its support services. Support applications will be facilitated online through the PhotonHub website

Specialist Science Communications

Matter PR is a global team of storytellers who are passionate about communicating how science and technology can make the world a better place. With a wide range of contacts in government, academia, and industry Matter PR helps its clients reach out to a wide group of stakeholders to demonstrate the vital importance of their special interests.

With extensive experience working with major global programmes in the science and technology sector, Matter PR has an intimate knowledge of the issues, the media, and key stakeholders or influencers in several scientific communities.

We offer a range of services, creating media campaigns that help you deliver real impact with your target audiences. If you are interested in hiring us, get in touch today.