Healthcare Imaging, a division of ASX-listed Primary Health, is celebrating the successful launch of its new flagship imaging centre in Victoria.

The new $30m Bridge Road Imaging centre opened last month amid a flood of publicity and a targeted advertising campaign designed by Icon Agency.

Strategically located opposite the Epworth Hospital, Bridge Road Imaging is Victoria’s largest dedicated imaging centre and features some of the world’s most technically advanced imaging equipment.

Healthcare appointed Icon in late 2014 to provide strategic communications, brand and advertising advice ahead of the new centre opening.

In true Icon fashion, the campaign encompassed all facets of the agency, from creative concept (including the centre name), to public relations, advertising and media buy.

Icon worked with Healthcare Imaging to rebrand the centre to 'Bridge Road Imaging’ complete with an original, fresh look, with the objective of raising awareness amongst referring doctors and the broader public.

Senior radiologist Dr Rohan White presided over the inauguration of the centre, joined by Primary Health's Victorian State Manager Dean Lewsam, along with AFL personality Danny Frawley and City of Yarra Mayor Cr Phillip Vlahogiannis, who unveiled a commemorative plaque.

PR formed a key plank of the marketing strategy. Working together with Primary Health’s corporate communications team, we secured extensive coverage across trade, metro and national media including the AFR and The Australian.

We also achieved earned media on Channel 7 News, in the Herald Sun, the Melbourne Yarra Leader and Progress Leader, as well as specialist trade publications.