10 April 2009
Digital marketing agency iCrossing is to run Multimap’s new online advertising campaign. iCrossing will oversee media strategy, creative work and media buying for the digital mapping service’s campaign.
iCrossing’s media-buying strategy will focus on differentiating and increasing user numbers for Multimap. Having conducted market research prior to creating the campaign plan, iCrossing says it will initially target mums, business users, students and outdoor-activity enthusiasts.
“The online mapping space is an intriguing one from a marketing point of view,” says iCrossing’s vice president of display media, Dax Hamman. “The potential audiences and usage scenarios are endless so the choice of strategy is a complex one.”
Multimap, a subsidiary of Microsoft, wants to drive traffic to its site by highlighting the many functions the website offers. “iCrossing’s work on our search activity has shown that it has a good understanding of the dynamics of online audiences and we want to leverage that insight in our display campaign,” says Multimap’s marketing communications manager, Stuart Anderson. “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.”
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