192.com squares up to Google maps with revamp

The directory enquiry service 192.com has launched a PR campaign as it looks to take on ­Google’s map service.

The revamped 192.com Maps now claims to be more UK-centric than its rivals Google and Yahoo!

Chameleon PR has picked up a consumer brief after a five-way competitive pitch and is looking to position 192.com Maps as the first point of call for UK travel directions and aerial photography. The agency will target ‘key developers, bloggers and ecommunities’ to spread the message.

‘192.com made it clear that it was looking for a step change in its communication programme and was seeking a particular ­focus on social media,’ said Chame­leon head of consumer Stuart Hehir.

‘So the challenge was to create a series of campaigns that would not only work across ­traditional media channels, but would also engage with communities online.’

Hehir heads the account reporting to 192.com MD Keith Marsden.

The one-year campaign will also support the firm’s 10th anniversary this summer and a relaunch of 192.com later this year.

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