Maximising the impact of this new offering involved engaging the oncology community and general Irish public in its therapeutic potential and Irish heritage. A press conference at GSK’s plant in Cork marked the official launch.

Speakers included the then Minister for Labour Affairs Billy Kelleher and Medical Oncologist Prof. John Crown. Ms. Caroline Dwyer offered the media a compelling patient perspective. The event produced 22 print articles, 11 radio broadcasts and three TV segments on RTÉ's flagship Six One and Nine O’Clock news shows. It also appeared on TV3’s evening news. The launch activity significantly enhanced awareness of GSK’s presence as an innovative company in the oncology sector.