Navman
Inspiring the media...
a new development in
satellite navigation
The brief
Navman announced a new technological development in the form of NavPix, a feature which allows users to navigate to pictures. Beam developed the “Picture Yourself There” PR campaign which encouraged individuals across Europe to highlight their favourite places within their home city. The campaign was designed to capture the imagination of the media, as to how NavPix might be used and to encourage user generated content for the online NavPix community.
The activity
Beam led the PR teams across France, Germany, Italy and Spain to create a set of inspired NavPix which would represent locations of interest to specific individuals, in their home city. The London cab driver chose the spot where he can see his favourite view of the South Bank, the Italian event planner selected the place where she buys flowers from a street seller each week, and the German Estate Agent highlighted a restaurant he’d discovered by chance when he first moved to Munich.
NavPix were created and posted onto the NavPix section of the Navman website. Beam worked with a leading photographer to commission images of each person visiting their selected locations. These images were used to theme the Picture Yourself There PR tools, which included dressing at the press event and inspiration sheets within the press packs.
The results
Beam co-ordinated 40 one to one press briefings in a central London location and over 60 pieces of media coverage were achieved including TV, radio, online and national newspapers and consumer titles.
