British Start Up Tech Talent Shines in Las Vegas Despite Brexit Uncertainty

Jay Vitale at CES 2020
Air For Life supremo Jay Vitale interviewed for the silicon valley tech blog ‘Oakland News’

Thanks to us, some innovative tech companies exhibiting in the Great Britain and Northern Ireland Pavilion caught the eye of the media at the largest tech show on the planet, CES, Las Vegas January 7 – 10, 2020.

CES is the world’s gathering place for all those who thrive on the business of consumer technologies. It has served as the proving ground for innovators and breakthrough technologies for 50 years — the global stage where next-generation innovations are introduced to the marketplace.

Owned and produced by the Consumer Technology Association (CTA)®, it attracts the world’s business leaders and pioneering thinkers.

Tech giants like Samsung and Google use the show to launch a host of advances, but we relied on our wits and contacts to deliver some stunning results for a roster of very grateful and hard-working small tech clients:


Air for Life – Air Purifications Systems

Air for Life UK LTD (AFL) is a health technology company that specialises in air purification systems that destroy 99.9% of pollutants and diseases. AFL launched three innovative consumer products to the US market AFL Anti-Pollution Mask, the AFL Car Sanifier and the AFL Mini Sanifier11 at CES 2020. Jay got to describe his products in detail on the silicon valley vlog “Oakland News”. He’s been too busy to talk since then…

Moodbeam: Wearable wellbeing

This is a unique wearable and connected app focused purely on tracking mental wellbeing created by Hull based healthcare tech start up Moodbeam. Inspired by the founder’s relationship with her daughter Moodbeam One was created with the ambition to transform the way the world sees mood, by making it easier to understand and talk about how we feel.


A wide range of amazing coverage across consumer and specialist press including two national newspapers, government IT publications, healthy living magazines and tech press.

Valerann – 2020 Best of Innovation winner in the CES awards

Valerann’s award winning Smart Roads Platform makes journeys safer and more efficient. At CES Valerann demo-ed its “Cloud Control Center” app – an interactive dashboard which provides the driver with data about their current road conditions enabling them to make faster, informed and effective responses.


Eight pieces of very positive coverage in technology press including its top trade vertical publication Traffic Technology today!

Summerhouse delivered the work through Tradefair’s export support package, funded by the Department of International Trade on behalf of techUK.

We were delighted when Mark Birchall, Managing Director of Tradefair, said

“Tradefair has worked with the team at Summerhouse PR for the last 3 years. They have helped us promote the GREAT Britain and Northern Ireland Pavilion at CES, which we organise on behalf of techUK, the trade association for the UK technology industry and in partnership with the Department for International Trade (DIT).  The team has achieved impressive coverage in a noisy marketplace in both the national and consumer UK tech press for the Pavilion and the cutting edge tech companies that form the UK delegation.”


When the technology industry moves to Las Vegas!

We are extremely proud to have been working with the Consumer Technology Association, (CTA)™ for some 12 plus years and were very pleased when they asked us to once again to promote CES 2018  in the UK.  We have watched the show grow and grow over the years CES 2018 hosted 3,900 companies across 232,000 net square meters and saw attendance levels of more than 170,000 visitors. Impressive!

CES attracts top global brands and thought leaders, including 65,000 senior-level executives. New attractions at CES included Smart Cities at CES, CES Sports Zone, the Artificial Intelligence Marketplace, Design & Source Showcase and the High-Tech Retailing Conference.

One of our favourite areas is Eureka Park the destination for start-ups at CES. This year it hosted more than 800 start-ups from 35 countries. We loved working with UK start-ups Metasonics, who are leading a sound revolution by taking advantage of the beam-bending properties of metamaterials, and the Teslasuit Project who announced the first full body haptic suit with motion capture and climate control at the Show. Watch the BBC’s Chris Foxx put the Teslasuit through its paces.

There were some thirty UK start-ups in the park with ten featured in the Great Britain and Northern Ireland pavilion, which was supported by the UK Department for International Trade (DIT) and sponsored by techUK, the trade association for the UK technology industry.

Alongside this, we also organise for selected journalists to attend CES in Las Vegas as guests of the CTA which makes us very popular in early October!   

Traditionally the number of female journalists attending the show has been far outweighed by the boys, we’ve helped to change that.

Technology press… Speed dating… Groucho Club… Elderflower Martinis

October means not only that the trees are starting to change colour and soon we’ll all be seeking out the biggest pumpkin we can find, but for us at Summerhouse PR it’s the start of the preshow press events for the hotly anticipated CES the following January. There are CES Unveiled events in Paris and Amsterdam but it’s all kicked off with the London UK exhibitor and media lunch held at the famous Groucho Club.  

Several years ago, after London had hosted Europe’s first CES Unveiled event (organised and run by us for 3 years in a row) the Consumer Technology Association, (CTA)™ (owners of CES) asked us to come up with something new.  The team at Summerhouse PR put together an exhibitor and press event which the CTA liked so much, they have rolled the format out over many of their territories.  

Our much talked about lunch event introduces handpicked British tech talent exhibiting in Eureka Park to the great and the good of the UK’s tech media and influencers. Think speed dating over a delicious lunch.

Add to that briefings from Gary Shapiro, CEO & President of the CTA on what to expect from CES;  future tech trends from Steve Koenig, the CTA’s Director of Research; tech start-ups have the ear  of journalists that they would never normally reach; and the press material ‘that I use the whole year round’ as said one journalist –  the lunch is a surefire success.

One more little boast –  press coverage following the lunch has resulted in more British companies booking to go to the largest technology tradeshow in the world the following year!  

By the way, you must try the Groucho Club’s Elderflower Martinis!