Ordnance Survey has appointed a roster of agencies to help 'reinvigorate the brand' and promote its iconic maps to a younger audience.
The government-funded mapping agency has turned to 3 Monkeys Communications and Target to promote the consumer side of the business. Kinross + Render has been reappointed to handle b2b PR support. The contracts are for the next four years.
The appointments follow a major tender process that has been ongoing since last September and involved hundreds of agencies applying to work with Ordnance Survey.
A mapping expert since 1791, Ordnance Survey is the source of the most accurate and up-to-date cartography in the UK. In addition to the traditional paper maps - OS Explorer, OS Landranger and OS Select - Ordnance Survey is a major provider of digital geographic information for business applications.
The consumer brief is aimed at reinvigorating the brand while trying to interest the growing number of people who will be holidaying in the UK this year.
The consumer brief is based on engaging lovers of outdoor pursuits and underscoring the brand's heritage, accuracy and relevance. It will include promotion of Ordnance Survey's sponsorship of the British Heart Foundation, the Tour of Britain and the Isle of Wight Walking Festival.
3 Monkeys head of consultancy Ali Gee said she planned to make Ordnance Survey a 'relevant and up-to-date brand for younger people'.
3 Monkeys associate director Anna Gorham said the agency was waiting for the client's feedback on submitted recommendations and had no firm plans of activities yet.
On the b2b side, the brief is to communicate Ordnance Survey's role as an enabler for the information industry and establish it as the best provider of geographic information to markets such as local government, emergency services, telematics, insurance, property and utilities providers.
Kinross + Render chief executive Sara Render added: 'Digital mapping data is used across virtually every business sector and there are many exciting opportunities to get involved in some topical risk management, transport, environmental and marketing issues that its data addresses.'
Ordnance Survey head of marketing and comms Stephen Clark said: 'We looked for agencies that would understand the business. We felt confident 3 Monkeys and Target would do this and are looking forward to working with them.'
HOW I SEE IT
- Anna Gorham, Associate director, 3 Monkeys
We are looking to reinvigorate the Ordnance Survey brand for younger people in the market. Although there is an element where we will be preaching to the converted, we also want to take it to a younger audience.
It's an opportunity to tie in with the fact that 2009 is the year of the 'staycation' - and we can say that the maps can help you to enjoy England.
We will be looking at mobilising people to take part in more pursuits such as rambling, whitewater rafting and other outdoor activities. Hopefully, it will make people realise that it is a resource to help them improve their stay in the UK.