Martel Instruments


Martel Instruments is a thermal printer manufacturer based in Durham. In 2019, the company wanted to launch its new revolutionary data collection technology, VIDA, into the market. VIDA is a compact and easy to use technology to be used in laboratories and is the first product of its kind. A product for a global market, VIDA improves data collection methods in labs within scientific and research projects.


Horizon Works was appointed to create and implement a campaign to launch VIDA into international markets, as well as give the Martel Instruments team the tools they needed to promote VIDA to laboratories worldwide. We worked closely with the team at Martel Instruments to understand its new technology product. It was important to research and establish target markets and USPs to appropriately launch VIDA into the international marketplace.


  • We undertook market research to identify the best channels to market and developed a launch campaign strategy to support the launch of the product across labs in the UK as well as to a US marketplace
  • We refreshed VIDA’s visual style and produced new key messaging, translating the complexities of VIDA into messaging which better reflected its USPs and benefits and would resonate with the desired target markets
  • We developed a new standalone website for VIDA which focussed on promoting the product to a global audience
  • We created a suite of promotional materials including press pieces and email marketing templates to support the launch


  • Martel Instruments successfully launched VIDA and immediately had uptake of its trials within Teesside University, extending to other labs throughout the UK
  • Since launching, VIDA passed an essential certificate needed for launch in the US marketplace
  • We updated all existing promotional materials and created new items that could be used at VIDA’s global events including banner stands, a brochure, social media infographics and a demonstration video
  • We created an animation which showcased their technology in action within a lab environment and this helped support the sales of the product

“We’ve worked with Horizon Works for some time and it’s been great to partner with a marketing company who truly understood our vision for Vida. The team initially spent time with us to create an understanding not only of Vida, but also us as a company. We’ve now decided to implement a website solely for Vida, and the guidance and help from Horizon Works has been terrific in helping us through the process”

Joanne Hockaday – VIDA Commercial Manager