The company already had relationships with the Pocket PC and PC media, but had yet to develop any brand awareness with the motoring or consumer media. One of ALK’s key business objectives was to develop relationships with leading mobile service operators. Hotwire recognised that both these media sectors would be vital to building awareness of the CoPilot Live brand among both mobile service operators and consumers.
As a result, the agency and ALK’s marketing team designed a programme aimed at generating compelling coverage both in tier one Pocket PC and PC media as well as the motoring or consumer media. Hotwire suggested measuring the campaign around traction in tier one media – through the six-month period it was agreed that 60% of coverage should be in tier one consumer, automotive, Pocket PC and PC media. |
Campaigns 
