RoadTour

"1066 and all that-nav"

 

THE TASK:

Launch a unique software programme, developed by a passionate British inventor, that utilises satellite navigation technology to deliver a running audio commentary on famous sites for motorists and passengers on their journey.

 

THE APPROACH:

We developed several strands for this important launch campaign for business start-up RoadTour . The key to the story was demonstrating the wider cultural benefits of the product - it was very clear to us that Satellite Navigation technology, whilst extremely useful, was putting users out of touch with their surroundings (and therefore their culture). It was also clear that conventional satellite navigation systems, whilst effective at getting motorists from A to B, do not provide an adequate level of contextual information about where the user is and what is just off the beaten path. To frame the story we commissioned YouGov research to establish that public awareness of the location of key historic monuments was in decline. The research revealed, for example, that ten percent of under 25s thought that Stonehenge was in Norwich .

 

With the framework for the story in place, we developed a story line that positioned RoadTour's software as a product that would rekindle our knowledge, understanding and love of historic monuments and Britain 's rich cultural heritage.

We developed a media-friendly name for the software - "1066 and all that-nav" - and commissioned retro-style photography of the inventor to support the launch. We crafted the key messages, designed to be of maximum appeal to broadcasters.

We also ran a product review programme, resulting in several positive reviews in key titles.

 

THE OUTCOME:

Substantial volumes of national broadcast and press coverage, including the BBC's One O'Clock News, News 24, Radio 5 Live, the Guardian, the Telegraph, dozens of regional radio interviews and comprehensive online coverage. In all, the launch achieved more than 15 million opportunities to see.