The challenge for many B2B technology companies is how to generate mainstream consumer and news media coverage that will in turn influence their target business audience. The premise is simple: if the end user prefers my brand then so too will my target audience who leverages my offering.
NAVTEQ creates the digital maps and map content that power navigation and location-based services solutions. To continue to grow its local brand presence and create excitement for its newest innovation, Natural Guidance, Weber Shandwick worked with NAVTEQ to commission Galaxy Research to assess how stressed Australian drivers are on the road. The Australian Driver Stress Survey yielded compelling findings which allowed for the creation of provocative content in the form of The NAVTEQ Drive with Confidence campaign and created opportunities for NAVTEQ to discuss how it plays a crucial role in helping Aussies on the road.
Weber Shandwick developed a multi-pronged media strategy to maximise traction with tailored pitches across a number of key sectors and media types including national broadcast and print news, regional news, technology, motoring, lifestyle and trade publications. The results were astounding with 41 pieces of coverage secured, reaching over 13, 882,639 media impressions.
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