We were tasked with promoting TomTom’s 13th Traffic Index in the UK and Dutch market. We needed to position the company as the world’s leading location technology specialist. The promotional work needed to emphasise the brand’s decades of insights and experience in traffic data. As well as, show how the company continues to help people and businesses find their way in the world. This Traffic Index needed additional tier one opportunities.
TomTom sources traffic flow data from over 600 million devices, such as in-dash car navigation, smartphones, sat-nav and telematics systems. This data identified key traffic trends across the world with insights into 387 cities in 55 countries. From this, we devised a data-driven PR strategy of press releases, interview pitches and media approaches. Each pitch was adapted to focus on key target verticals and audiences, which included data relevant to the industry field.
Our teams in each region tapped into key contacts for transport, environment, and local government. Each pitch was personalised with data around the industry vertical. To increase newsworthiness, we tied pitches to key seasonable moments, including inflation, the climate crisis, and CES 2024.
We achieved a significant uplift in quality coverage in the UK, securing more tier-one titles. We made strong headway with broadcast media, securing interviews with BBC News, LBC, and Times Radio.
pieces of coverage
people reached
increase in tier 1 coverage from the last report
