Global Manifesto on Traffic

Get your share price up by 8%. Even when you’re stuck in a traffic jam.

TomTom’s overarching aim in launching the Global Manifesto on Traffic was to underline the company’s credentials and position itself as a global authority on traffic congestion, becoming a go-to organisation for comment about traffic issues throughout the world.

Through its HD technology, the company is able to provide real-time traffic information, guiding drivers away from congestion and reducing journey times. A key figure for the company to convey was that, if 10% of drivers use TomTom’s HD traffic systems, they will collectively reduce journey times for 5% of all drivers.

It was highlighted by OPR that the research available to TomTom through its Traffic Centre would be of particular interest to media – particularly UK regional media – who would seek to gain a local angle on the story in order to cover the launch.

On this advice, a league of the 25 most congested roads in Britain was compiled. Coupled with this, research was carried out into Europe’s most congested cities, and the cost of congestion to businesses in Europe. This consultancy resulted in the congestion angle being adopted across print and online media, as well as broadcast news.

Pre-event B-Roll and interviews were filmed with key personnel from TomTom in London and also with the company’s CEO in Amsterdam. Two Video News Releases were produced; one for a UK audience and one for a global audience, highlighting the Traffic Manifesto and its aims.

The campaign gained a great deal of attention across Pan European broadcast news channels, resulting in TomTom’s CEO, Harold Goddijn being interviewed by Bloomberg, CNBC and CNN. Total coverage time across these channels topped 15 minutes and all used OPR’s B-Roll footage.
The coverage proved to have a tangible, positive impact on share price, with an 8% rise in TomTom shares reported on the morning of the launch.
Three regional television stations produced reports about traffic congestion in their areas and highlights of radio coverage included an interview with the CEO being syndicated to all commercial newsrooms via Sky News Radio. Coverage secured included key radio stations BRMB, Key 103 and LBC, which carried a nine minute discussion piece featuring three verbal mentions of TomTom.

Additionally, the story was picked up by ITV’s Daybreak, BBC Radio London, BBC Radio Essex, ITV Anglia East, ITV Anglia West and ITV Meridian South East, as well as BBC Radio Merseyside and BBC Oxford online.

Key messages were delivered clearly and directly to a mass audience and the media activity resulted in a significant boost to the profile of TomTom’s CEO.
Successful ROI delivery of 10:1. Furthermore, future opportunities were generated for TomTom to create ownership around the topic of traffic management and build upon the launch to deliver an ongoing campaign.

Think before you print! Save energy and paper! Do you really need to print this page?
Fee Income
Drag here
  • This field should only be completed by the individual with responsibility for your company's PRCA membership.
  • NB - Once you check the box to the left of this field and click update this figure is fixed for the entire year.
  • Fee income is defined as fees or income arising from time spent on carrying out public relations consultancy work plus any mark up and any handling charges or profits made on disbursement or expenses.
  • This figure
    1. will be used to calculate your membership subscription fee for 2009
    2. will be published on the PRCA website and in the yearbook.
  • This figure must include the fees from any subsidiary companies but not associated companies (see below).
  • If you are bound by Sarbanes-Oxley please select that accordingly, we will contact you individually about your fee income.
Holders of public office
Drag here
  • Please list any employees who hold any public office including members of House of Parliament, members of local authorities or of any statutory organisations or bodies who are full- or part part-time directors, partners, staff, special advisers or consultants retained by the consultancy
Subsidiary companies
Drag here
  • These companies are entitled to the same benefits as other PRCA members, they must abide by the PRCA Professional Charter and Codes of Conduct and their fee income must be included in the fee income field above.
Associated companies
Drag here
  • These companies are not included in your membership and as such do not benefit from PRCA member benefits. These companies are not covered by the PRCA professional charter.
Current clients
Drag here

The clients listed in this section are those which retain a consultancy on a continuing basis to deal with their public relations either in a specialised area or as a whole. One asterisk (*) against a client's name indicates that the consultancy has been retained by that client for three years; two asterisks (**) indicate that it has been retained for at least five years. Clients served on an ad-hoc basis are listed separately.

Adhoc clients
Drag here

Clients for whom you have undertaken work in the last twelve months on a project rather than a retained basis

Conflict of interest clients
Drag here

NB This will not appear as a separate list in the yearbook.