CAMPAIGNS: Brand Building - PR strategy mapped out by Marbles

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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