How Philips Innovation Award startups prepare for international media visibility

Each year, the Philips Innovation Award brings together some of the most promising student-founded technology startups in the Netherlands. Many of these companies are building solutions with global relevance but often lack early access to international media visibility.

Together with partners Philips, Equinix and Rabobank and many other partners, the program supports founders not only with funding and mentorship, but also with strategic exposure to international markets.

As international PR partner, EUSA PR helps participating startups translate technical innovation into stories that resonate with global media.

The challenge: strong technology, limited international visibility

Early-stage startups often describe their innovation from a Dutch or European perspective. International journalists, however, are looking for stories that connect to developments in their own markets.

That difference determines whether a startup remains local news or becomes internationally relevant.

Within the Philips Innovation Award program, EUSA PR works with founders to position their innovation as part of larger global shifts in technology, sustainability, mobility, health or digital behaviour.

Our approach: positioning innovation within global trends

During strategy sessions with participating teams, EUSA PR helps founders:

• translate technical breakthroughs into media narratives
• connect their innovation to US and international market developments
• identify journalists covering their category
• prepare for conversations with international media
• understand how outlets like Bloomberg, TechCrunch or The New York Times select stories
• position themselves as category challengers rather than regional newcomers

The goal is simple: make startups internationally media-ready before they expand in Europe and the US.

‍
“I heard from all the startups and my colleagues that they were extremely enthusiastic about EUSA PR.”
Zizi and Leonore, Philips Innovation Award

‍

International media coverage for Philips Innovation Award startups

Several startups connected to the Philips Innovation Award later secured coverage in leading international outlets after positioning their innovation within global developments instead of a local Dutch narrative.

Loop Biotech in The Wall Street Journal and TIME

Loop Biotech achieved international visibility in The Wall Street Journal by positioning its mushroom-based coffin as a response to sustainability challenges within the US funeral industry. By connecting the product to themes such as emissions, land use and changing burial practices, the company made its innovation relevant to a wider international conversation about circular materials and climate impact.

In addition, the Living Cocoon was selected for TIME’s Best Inventions list further strengthening Loop Biotech’s positioning as a pioneer in circular material innovation and sustainable end-of-life solutions. �

Breeze in The New York Times and CNN

Breeze secured international visibility by positioning its dating platform within a broader cultural shift away from swipe-based dating apps toward more intentional ways of meeting people. This led to inclusion in The New York Times as part of a feature exploring privacy concerns and changing dating behaviour in New York.

Around Valentine’s Day, Breeze also appeared in an interview on CNN where the platform was discussed in the context of how younger generations are redefining relationships and the role of technology in dating. This positioned the company within a broader societal discussion rather than as a standalone product launch.

Lightyear in Bloomberg and TechCrunch

For Lightyear, international communications focused on its role within the global energy transition. Coverage in Bloomberg presented the company as part of the next generation of solar-powered mobility and highlighted how European deep-tech innovation is shaping the future of transportation.

Lightyear also gained investor visibility through a funding announcement covered by TechCrunch which positioned its €85 million raise as a major milestone toward production readiness and market entry. Coverage of this kind plays an important role in strengthening credibility with international investors and strategic partners.

What founders learn inside the program

Through EUSA PR sessions within the Philips Innovation Award trajectory, participants learn how to:

• move beyond “Dutch startup storytelling”
• position their company within global industry developments
• identify journalists covering their sector internationally
• build credibility before entering the US market
• increase visibility among investors and partners
• prepare for coverage in outlets such as Bloomberg, TechCrunch, Forbes and The New York Times

For many founders, this is their first exposure to international PR strategy.

‍