PR Team: Marbles
Campaign: Brand building and awareness
Timescale: August-December 2000
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
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
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
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.
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
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.