Regular readers will know all about the Invest in UK University R&D - Midlands campaign, which has united 18 universities and regional development partners from across the Midlands. After a busy inaugural year in 2024, the campaign has maintained its momentum with a strong start to 2025, with delegations travelling to three high-profile events in the United States and Europe in February and March.
Unique opportunities in each destination
The outbound mission program has been curated to leverage a variety of opportunities within our focus sectors: agri-tech, health and life sciences, transport technologies, creative and digital industries, and zero-carbon energy. Throughout 2025, we will target investor markets globally, with planned stops in Japan, South Korea, Germany, France, Australia, and multiple locations across the USA.
Our first stop this year was Boston, Massachusetts, for the AAAS Annual Meeting – a major event bridging the UK’s pioneering research with Boston’s medtech and life sciences ecosystem. This year’s theme, “Science Shaping Tomorrow,” provided the perfect opportunity to showcase our health and life science capabilities and investment opportunities.
Next stop was South By Southwest (SXSW) in Austin, Texas, which is one of the largest and most influential creative and digital conferences in the world. A strong Midlands delegation had the opportunity to showcase our creative and digital capabilities and investment opportunities including: NTU’s Confetti Institute, the De Montfort University Institute of Art and Design, the Mixed Reality Laboratory at the University of Nottingham, STEAMhouse at Birmingham City University and Creative Futures and Warwick Esports Centre at the University of Warwick.
Finally, the campaign was taken to MIPIM – the world’s leading real estate event, held annually in Cannes, France. This four-day trade show brings together professionals, investors, and cities to discuss urban development and innovation. MIPIM provided a fantastic showcase for the investment potential of planned Midlands developments, which have universities as core partners: Arden Cross, Keele Science Park, and Birmingham Innovation Quarter.
Connecting with an impressive global alumnus
Events like these offer an opportunity to connect with a Midlands University alumni community that spans the globe. The campaign visits to Boston and Austin provided a chance to invite influential alumni to roundtable and reception events, facilitating meaningful connections and setting the wheels in motion for future collaboration. These interactions highlighted the huge value that alumni networks can have in helping to build commercial and research partnerships between the UK and the US.
By leveraging these relationships and highlighting the collective strengths of our region, we can facilitate smoother market entry and build stronger international collaborations. When this engagement is coordinated with the UK government, it maximises the impact and reach of our efforts.
Making the most of the time ‘in-between’
When attending overseas conferences, delegates often find themselves faced with a busy schedule which may include roundtable discussions, presentations and formal dinners, all of which serve a valuable purpose. However, it is equally important to leave time for engagement in less formal settings. Many meaningful conversations occur outside of structured events, in casual encounters and spontaneous discussions. These chance meetings can lead to unexpected opportunities and foster deeper connections.
For example, at MIPIM, the fact that there are so many parts of the real estate community in the same place facilitates natural and productive interactions in a much more time efficient manner than if you were to try to schedule these in the normal course of a working week. This environment encourages open dialogue and can lead to fruitful collaborations and partnerships.
During the events in the USA, our partners took the opportunity to engage with their counterparts from US universities. These interactions have sparked conversations that may lead to future joint projects and collaborative research initiatives, benefiting both parties.
A unified voice for our region
I have often advocated for the importance of “hunting as a regional pack” to boost overseas investment in research, and it is incredibly encouraging to see such a diverse range of partners come together at these events to present a unified voice for our region.
However, the region a cannot act alone. The campaign’s close ties with the UK Government and the involvement of GREAT and the UK brand, which has a strong reputation in higher education, add significant weight to our investor offer.
Our event in Boston was supported by The Royal Society Foreign Secretary, Professor Sir Mark Walport, and Charlotte Dean, Executive Chair of EPSRC, along with the UK Consulate General, and the visit to Austin was supported by the UK Science and Technology Network. This alignment with the wider UK investment proposition ensures that our efforts are coordinated and maximised, fostering stronger international partnerships and advancing our collective goals.
What does success look like?
With a wide array of partners engaged in conversations spanning various opportunities and multiple events, quantifying the true value of outbound investment missions can be challenging. A significant part of our post-event analysis therefore focuses on sharing and collating delegate feedback, and recording the various conversations initiated at the events; we will review progress with these conversations in 12 months time. By tracking our activities in this way, it will allow us to retrospectively analyse whether these events and conversations eventually led to investment or meaningful research collaboration.
For a campaign in its first year of operation, learning is key. By listening to delegate feedback, we can better shape our future schedule of events and activities. Additionally, by listening to potential investors and collaborators at these events, we can understand what aspects of our offer are most attractive. For example, at MIPIM, it became clear that investors were looking for ‘ready now’ opportunities more than potential further down the line.
As we approach a year of operation for the campaign in May and we return to UKREiiF, the momentum of this innovative initiative is building. These events are providing a stage for the region, allowing us to shape a strong brand and convey a clear message that the Midlands is open for business. A huge thanks is due to the campaign team and in particular Alex Favier and Aine Gallagher who should be congratulated for their leadership of this initiative and the delivery of a portfolio of high-quality events. The effort taken to put on coordinated showcases across the globe should not be underestimated. Stay tuned for updates on our progress and the impactful outcomes that will emerge from these efforts.
