Food security. Public health. Energy independence. Environmental changes.
These are some of the world’s greatest challenges, and they’re being addressed with innovative solutions right here in our backyard.
Some of the world’s top biopharmaceutical, industrial biotechnology and agriculture technology companies have gathered in North Carolina’s Research Triangle Region — a 14-county area in the central part of the state — to tackle society’s most pressing issues. While the region has long been known for its life sciences prowess, the world hasn’t fully recognized the breadth and depth of its capabilities…until now.
Our client, the Research Triangle Regional Partnership — the economic development organization for the area — collaborated with Mythic to create a campaign dedicated to doing just that: proving that the Research Triangle Region is more than just a life sciences powerhouse. We set out to build upon this foundation by expanding on what the region delivers overall and positioning it as a leading “bioeconomy” ecosystem. Our challenge? While all the resources are in place to be a top bioeconomy hub, the concept altogether is relatively new.
The bioeconomy refers to the economic activity involving the use of biotechnology and biomass (i.e. organic material from plants and animals) in producing goods, services or energy. While this industry has been thriving in the Research Triangle Region for years, the term’s newness meant we had to simultaneously define what the bioeconomy is while positioning the region as its epicenter.
To achieve this, Mythic carefully struck the balance between educating and affirming that the Research Triangle Region is the leader in this industry. The narrative we crafted made the bioeconomy tangible in a compelling way, highlighting all of the region’s assets that made it the premier destination for businesses looking to make a global impact:
The multi-touchpoint campaign launched February 1, 2025, with video, digital, social and print assets deployed in a number of key markets across the country. Creatively, the campaign visually and verbally conveys the sheer power, innovation and opportunity that lies within the Research Triangle Region. By showcasing the combination of interdisciplinary collaboration used to spark ideas, with the resources needed to implement innovation in one holistic ecosystem, we demonstrated that this is where tomorrow's biggest eco-friendly advancements happen.
[insert creative here]
Bioeconomy Video (:30) - use this one instead: https://drive.google.com/file/d/1j8xXwfT1kIVK0mtsmhPKJhL1BPi3SD2x/view?usp=drive_link
The result? Mythic and the Research Triangle Regional Partnership increased awareness, traffic, and the overall reputation of the region.
Mythic helped establish the Research Triangle Region as a world-renowned business destination by simultaneously defining the bioeconomy and cementing the region’s position at its forefront. Thanks to this successful partnership, the region is now poised for continued growth as a leader in this thriving industry.
At Mythic, we don’t just build brands; we create experiences. By combining data-driven insights with creative vision, we build and refine your brand, amplify your message and engage your target audience across every platform.
Ready to elevate your brand and become an unstoppable force for growth? Reach out to newbiz@mythic.us to get started.
