CAMPAIGNS: Brand Building - PR strategy mapped out by Marbles

Client: Multimap.com

Client: Multimap.com

PR Team: Marbles

Campaign: Brand building and awareness

Timescale: August-December 2000

Budget: Undisclosed

Multimap.com is a leading UK online mapping service, set up in 1997.

Until August 2000, Multimap.com had undertaken little marketing or PR and brand-awareness did not reflect the site's high volume of traffic.



Objectives

To increase awareness and usage of Multimap.com among internet users, focusing on ABC1 25 to 35-year-olds in the London region.

It also needed to make consumers aware of a number of additional services being launched by Multimap in 2000, including travel directions, links to London Underground tube stations and a WAP site.



Strategy and Plan

Because there was no natural home in the media for coverage of maps, the PR campaign had to be broad, yet also well targeted.

Journalists were to be treated as an end audience in their own right, and were to be encouraged to use and endorse Multimap.com.

Branded tea-pot gifts were sent to 50 journalists encouraging them to make a cup of tea while investigating the Multimap.com site.

Supporting information was sent with a visual from the poster and press advertising campaign running at the time.

Advertising visuals in postcard form were used for mailings to journalists, highlighting useful aspects of the site, and Multimap.com's aerial photography service.

One-to-one demonstrations of the web and WAP sites were held with consumer journalists at National Magazine House and IPC. Teapots were again handed out with media packs.

Multimap.com also became the first company to sponsor signs at the Notting Hill Carnival, and set up a web link with the Carnival's official website.



Measurement and Evaluation

Success was measured through the amount and quality of media coverage in comparison with key competitors, and the increases in site traffic.



Results

Between August and December 2000, Multimap.com recieved 180 items of press coverage; 12 per cent of those were in the UK national press. The number of cuttings achieved by Multimap.com was over twice that of the nearest competitor.

During the two months following the tea-pot distribution, seven pieces of non-news coverage in the UK national daily/Sunday press appeared.

From August to December, site traffic increased by 42 per cent.



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