MULTIMAP APPOINTS ICROSSING FOR ONLINE DISPLAY CAMPAIGN
iCrossing to create segmented consumer online advertising campaign
[UKPRwire, Thu Mar 26 2009] Global digital marketing agency iCrossing today announces that it has been appointed by the UK’s specialist online mapping service, Multimap to run an online advertising campaign. Under the deal, iCrossing will oversee the creative, media strategy and buying for Multimap as it prepares to launch a new online marketing push.
The new campaign will see Multimap launch a series of tailored creative executions that highlight specific use cases for target audience groups identified by research. Specialised ad-creative focused on promoting Multimap’s user functionality will be targeted at mums, business users, students and outdoor activity enthusiasts.
The campaign was won by iCrossing following a competitive pitch and builds on the agency’s existing integrated search marketing engagement with Multimap. The new media buying strategy will be focused on differentiating and increasing user numbers for Multimap.
The campaign plan has been built based on the insights gained through a social media audit and customer persona development process undertaken by iCrossing. This research has been used to identify the relevant online networks and interest groups that will be most receptive to Multimap’s advertising messages. For example, iCrossing’s research identified that one group of users turned to Multimap in order to identify locations and routes for outdoor activities such as mountain biking, and the advertising’s creative strategy reflects this specific usage.
The activity is a significant development for iCrossing as it continues to extend its service offering from its core search and social media practice.
Stuart Anderson, Marketing Communications Manager, Multimap, said: “iCrossing’s work on our search activity has shown that they have a good understanding of the dynamics of online audiences and we want to leverage that insight in our display campaign. We aim to communicate information about the range of services available to users of Multimap through a display campaign which will be combined with other offline activity such as PR to maximise awareness and traffic.”
Dax Hamman, VP Display Media, iCrossing, added: “The online mapping space is an intriguing one from a marketing point of view – the potential audiences and usage scenarios are endless so the choice of strategy is a complex one. Through some research into the social spaces and analysis of search data where the consumer is telling us what they need, we believe we can target the advertising creative and purchasing in an intelligent and impactful way – maximising the ROI and brand impact of the campaign.”
Multimap operates as a wholly-owned subsidiary of Microsoft, as part of the Virtual Earth and Search teams in the Consumer and Online Group.
-ends-
About Multimap
Multimap is the UK’s specialist online mappinge service. All services are offered on mobile, PDA, kiosk, and interactive TV platforms. We also offer a highly-functional API (Application Programming Interface).
The public website, www.multimap.com, provides a range of free, useful services to assist with everyday life. Key features include street-level maps of Europe, USA, Canada, New Zealand, Australia, and some countries in Asia; road maps of the world; door-to-door travel directions; aerial photographs; links to location information; and services such as hotel, restaurant and entertainment booking. www.multimap.com registers more than 190 million page impressions every month, and is the UK's most popular online mapping website.
Multimap operates as a wholly-owned subsidiary of Microsoft, as part of the Virtual Earth and Search teams in the Consumer and Online Group.
About Microsoft Corp.
If you are interested in viewing additional information on Microsoft, please visit the Microsoft Web page at http://www.microsoft.com/presspass on Microsoft's corporate information pages. Web links, telephone numbers and titles were correct at time of publication, but may since have changed. For additional assistance, journalists and analysts may contact Microsoft's Rapid Response Team or other appropriate contacts listed at http://www.microsoft.com/presspass/contactpr.mspx.
For more information please contact
Joanna Burton
Multimap
T: 020 7632 7845
About iCrossing
iCrossing, formerly known as Spannerworks in the UK, is a global digital marketing company that combines talent and technology to help world-class brands find and connect with their customers.
The company blends best-in-class marketing services - including paid and natural search marketing, social media, content and media, display advertising, user experience, web development and analytics and insight - to create integrated digital marketing programs that engage consumers and drive ROI.
iCrossing clients include world-class brands such as The Coca Cola company, HBOS, TUI and Virgin.
Headquartered in Scottsdale, Arizona, the company has 620 employees in 14 offices in the US and Europe, including 110 employees in the UK.
Find out more at www.icrossing.co.uk or contact us on +44 (0)1273 828100 or results@icrossing.co.uk
For more information:
Patrick Herridge
Parys Communications
020 7819 2488
pherridge@parys.com
