From latest innovations to live demonstrations by leading innovators across the defence industry, the Eden team attended DSEI UK 2025, held at Excel London, for a front row seat.  

Despite the fast-moving, digital age of communication, face-to-face engagement remains at the heart of Eden’s approach to successful public relations, which is why the team risked London with tube strikes to join Tyron Runflat at its most important trade show.  

Eden started working with Tyron a year ago, to deliver a proactive and informative media campaign, ensuring leaders across the defence, blue-light, commercial and civilian sectors are aware of and become advocates of its life-saving tyre safety solutions.  

In order to get under the skin of one of Tyron’s key target industries, Emily Winsor-Russell, Director and Head of New Business and Senior Account Executive, Polly Donaldson, attended DSEI UK 2025, the leading defence show bringing together global allies.  

With over 40,000 attendees and more than 1,600 exhibitors, DSEI UK is a pivotal event for the global defence sector. As a flagship event for the UK, DSEI attracts global leaders, offering opportunity and cooperation. The show provided the Eden team with a wealth of information and expert insights, networking opportunities and a platform to better understand the depth of innovation and tech across this high-profile industry.  

Emily said: “Trade shows are great for learning more about the industries we serve, but the best bit is spending time seeing our clients in action with their customers. Tyron’s stand was busy and a hub of activity all day – with deals done within hours of the show starting. At Eden, we believe building authentic, lasting client connections is essential to crafting integrated and precisely targeted media campaigns.  

“We’re delighted to have been working closely with Tyron for the past year, learning all about the leading tyre safety solutions the business offers. It’s been a new sector for us to get stuck into which has been an interesting and exciting learning experience. Tyron has made it its mission to keep vehicle users safe, and it’s been a privilege to share its innovations with a number of new sectors. We look forward to what the future holds for this blossoming client relationship.”  

As industry leaders for tyre safety, Tyron Runflat was exhibiting at DSEI UK, launching two new innovations. Showcasing the world’s lightest single-piece rubber runflat and a discrete defence wheel, the show provided the perfect backdrop for the Tyron team to speak directly to its target audience.  

Polly added: “This was my first big trade show so getting to see the Tyron team in action was so insightful. Having the opportunity to talk directly with Tyron’s key target audience allowed us to fully immerse ourselves in the defence industry, surrounded by leading professionals. The show didn’t only provide the perfect chance to better understand the Tyron brand, team and new launches, it also offered the opportunity to better understand the sector as a whole.  

“It was a real privilege to join the Tyron team at such an important event for them. It was particularly interesting to get a first-hand look at the latest innovations and understand the vital role these new products can play across the defence industry. Any face-to-face time with clients is so valuable, to ensure we’re able to create really impactful content.” 

Emily and Polly support Tyron at DSEI UK 2025