In his classic song Like a Rolling Stone, Bob Dylan once wondered how it feels to be on your own, with no direction home.  Anyone listening to the song while driving in an unfamiliar place might feel the same; unless they have portable navigation system CoPilot Live on board.  The pocket-sized system uses GPS and Bluetooth technology to help drivers navigate their way between two destinations.

When ALK, the makers of CoPilot Live, came to launch their product in Europe in September 2004, the market offered stiff competition.  The popularity of portable satellite navigation systems, which can be downloaded onto smartphones was growing.  Ease of use and affordability are the prime drivers behind their success.  But ALK was facing competition from established brands such as TomTom, Garmin and Navman.  ALK turned to Hotwire to develop and co-ordinate a PR strategy that would launch its system in Europe.