MEDIA RELATIONS CASE STUDY:
ANNOUNCEMENT OF THE WORLD’S
FIRST CLONED BANTENGS

WORKING CLOSELY with Trans Ova Genetics, the Zoological Society of San Diego, and Advanced Cell Technology, Inc., of Worchester Mass., The Concept Works was actively involved in formulating the announcement strategy, message and materials as the three partners told the world of the first successful cloning of the endangered species, the banteng.

On April 1 and 3, two banteng clones were born to two Angus cows at Trans Ova’s Genetics Advancement Center in Sioux Center, Iowa. The groundbreaking technological advancement was announced by spokespeople for all three partners on April 9, with The Concept Works taking the lead role for client Trans Ova. When veterinarians decided later that same day to euthanize one calf, The Concept Works’ crisis management expertise was necessary to provide reporters with timely, accurate information while maintaining the focus on the clients’ central message.

The Results

Despite a wave of regional, national and international media inquiries, the Trans Ova Genetics staff was able to devote its attention to what it does best – state-of-the-art animal biotechnology -- while The Concept Works fielded media inquiries, executed a well-coordinated communications strategy and served as the client’s voice to deliver a focused, positive message.