CAMPAIGNS: Brand Building - PR strategy mapped out by Marbles


PR Team: Marbles

Campaign: Brand building and awareness

Timescale: August-December 2000

Budget: Undisclosed is a leading UK online mapping service, set up in 1997.

Until August 2000, had undertaken little marketing or PR

and brand-awareness did not reflect the site's high volume of



To increase awareness and usage of 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

Branded tea-pot gifts were sent to 50 journalists encouraging them to

make a cup of tea while investigating the 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'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. 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.


Between August and December 2000, recieved 180 items of

press coverage; 12 per cent of those were in the UK national press. The

number of cuttings achieved by 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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