July 11, 2011
HAPPY 220TH BIRTHDAY ORDNANCE SURVEY
There are few British brands over 200 years old, but Ordnance Survey, Britain's national mapping agency, is one of them.
And on the 21st June this year, Ordnance Survey celebrated its 220th Anniversary. In auditing media opportunities markettiers4dc identified that this anniversary would make an excellent opportunity to reach out to media to continue the ongoing media relations activities. Our focus was to deliver a broadcast campaign to mark the occasion.
Key to the brief was prioritising national coverage with Radio and TV outlets to highlight the modern image of Ordnance Survey, whilst demonstrating its rich history from its military beginnings, mapping the South East coast of Britain for fear of invasion by Napoleon.
With a relatively limited sell-in time, 16 highly indexed interviews were delivered with high reaching BBC and commercial stations including BBC Radio 2, BBC London and BBC Wales.
No fewer than three TV interviews took place with ITV Meridian, BBC South and an incredible feature on BBC Breakfast which resulted in an interview that lasted over 9 minutes including stock footage from OS, the presenters chatting about the organisation’s birthday, a visit to a school to see how mapping is being used today, and a non prize based on screen multiple choice question about Ordnance Survey, all of which we offered as part of the broadcast media relations strategy.
The results were impressive with an audience reach for the broadcast coverage of approx 27 million. Importantly this also delivered a high scoring qualitative messaging metric, ensuring the ongoing media relations strategy of demonstrating the heritage yet modern workings of Ordnance Survey.
Reflecting on the day, Robert Andrews said: “We have been delighted with the amount of media interest in Ordnance Survey’s 220th anniversary. Ordnance Survey is a brand which many people have an association with and it was fantastic to celebrate our anniversary publically. We are always delighted to talk about our history and welcome the opportunity to educate people on the current work of Ordnance Survey. Today, Ordnance Survey is a digital business and our mapping data is relied on by business, government and individuals, underpinning hundreds of services and applications from internet mapping, planning applications and sat navs.
“The amount of coverage generated from the campaign has been amazing and we would like to thank markettiers4dc for all their support.”