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“Welcome to Priority Driving”. That’s the message TomTom is communicating to drivers through its latest integrated communications campaign. Inspired by the airline industry’s frequent flyer clubs, the new category positioning has been created to reflect the feeling that driving with a TomTom navigation device gives you. Nuno Campos, VP Marketing, TomTom, said: “Because our latest navigation devices are built with technology that we’ve created for the future of driving, it means that we’re able to provide a superior driving experience. Combining smart routing with our maps and traffic information, we can give drivers a feeling of having their very own driving lane. That’s what the Welcome to Priority Driving campaign all about.” Al Moseley, President and CCO, 180 Amsterdam, commented: “Not everybody understands that TomTom’s satnavs are now quicker, smarter, and that they work in real-time. So we wanted to give a sense of what driving with a TomTom feels like.” www.tomtom.com
