Case Study: TomTom

Summary

Shout! was tasked with a challenge from TomTom:  We had to find a new angle on a relatively dry topic: the traffic congestion index. By taking an innovative spin on the subject, we  secured interviews with national radio and TV stations to showcase TomTom as an authority on global congestion.

The Project

This was a Global PR campaign, to announce TomTom’s  latest congestion Index,  a report comparing congestion levels in world cities against the same quarter.   There were very specific key targets including Radio 2, Radio 4 -Today Programme,  BBC World TV, CNBC and CNN.

Shout! Communications has worked on this quarterly story for several years, always coming up with new angles to promote the Index.

Project
What We Did
  • Story creation
  • Drafting of tailored press releases with different angles for different territories
  • Liaised with client’s UK and  global agencies
  • Secured extensive coverage across International and UK national TV and radio meeting and exceeding all clients’ key targets.
Challenges

The traffic congestion index is published every quarter and securing coverage so regularly for what journalists perceive to be the same story is challenging.

Our recommendation was to focus on cities which will be newsworthy in 2014 – i.e Rio de Janeiro because of the World Cup or Glasgow, host of the Commonwealth Games.

Our focus was on the economy and that 8 working days a year are lost because of congestion.

Outcome

Shout!’s media relations team have worked in major national and international news rooms and are experts in coming up with compelling news hooks which appeal to broadcasters.

We secured interviews on 7 national and international radio and TV stations.    All opportunities featured key messages and promoted TomTom as an authority on global congestion.

“We enjoy working with Shout! and feel that they are a reliable extension of our team. They are very target driven, competitively priced and always have extremely high production values.“ Cem Cohen,  Global Communications Manager TomTom