By Kymberly Martin
Inspired by airline industry.
TomTom is running an integrated communications campaign inspired by the airline industry’s frequent flyer clubs. This new category positioning for the navigation and mapping company is being launched on June 20 with a multi-million dollar campaign in five European markets including Australia.
The ‘Welcome to Priority Driving’ is being supported by a radio campaign as well as several digital treatments across YouTube, search and website in addition to in-store activity. The campaign runs until end-December 2016.
The latest TomTom navigation devices combine smart routing with maps and traffic information that gives drivers a feeling of their very own driving lane, according to TomTom Australia, senior marketing manager, Winnie Kwan.
“The idea is to give a sense of what driving with a TomTom is like now – the same feeling frequent flyers get at the airport – skipping the check-in, security and boarding queues,” Kwan said.