Campaign: Travel - TomTom manifesto drives up share price

Campaign: Global manifesto on traffic
Client: TomTom
PR team: Ogilvy PR's broadcast team
Timescale: August-September 2010
Budget: £20,000

TomTom wanted to use the launch of its global manifesto on traffic to underline its credentials and position itself as a global authority on traffic congestion.

OBJECTIVES

- To showcase TomTom's technology in providing real-time traffic information

- To emphasise how using TomTom products can reduce journey times.

STRATEGY AND PLAN

The PR team used research from TomTom's traffic centre to produce a league table of the 25 most congested roads in Britain.

Research was also carried out into Europe's most congested cities and the cost of congestion to businesses in Europe. Video footage and interviews with key TomTom personnel about the global manifesto were produced for UK and global audiences.

MEASUREMENT AND EVALUATION

The story was covered on Scotland's STV, Sky News Radio, Bloomberg, CNN, ITV's Daybreak, BBC Radio London, BBC Radio Essex and on several local and regional radio and TV channels.

TomTom CEO Harold Goddijn appeared live on Bloomberg's breakfast programme, CNBC and in a prerecorded interview on CNN.

RESULTS

There was an eight per cent rise in TomTom's share price on the morning of the launch of the global manifesto.

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