Welcome to Priority Driving: TomTom Introduces Innovative New Communications Platform

AMSTERDAM–Welcome to Priority Driving”. That’s the message TomTom (TOM2) 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.”

TomTom will be bringing the campaign to life with a radio campaign and several digital treatments, including programmatic advertising, YouTube pre-roll, search, and a campaign website. The campaign will also be reflected in-store and through disruptive PR and social campaigns. Welcome to Priority Driving will run until the end of 2016.

The multi-million Euro campaign will launch in European markets on 20 June. It was created in collaboration with 180 Amsterdam.

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 now – the same feeling that frequent flyers get at the airport – skipping the check-in, security, and boarding queues. This sense of advantage is exactly what Welcome to Priority Driving is all about.”

About TomTom

At TomTom (TOM2) our mission is to make technology so easy to use, that everyone can benefit from it. We created easy to use navigation devices, helping millions of people to get where they want to be. Today, we continue to simplify the complex, making technology more accessible for everyone. We have four customer facing business units: Consumer, Telematics, Automotive and Licensing. We make easy to use navigation devices, sport watches and action cameras for consumers. We enable businesses with vehicles to more easily manage and improve fleet efficiency whilst increasing overall business performance with our Telematics solutions. We also offer a world leading real-time map platform that is powering innovative location based services and helping to make automated driving a reality for the automotive industry. Founded in 1991 and headquartered in Amsterdam, we have over 4,600 employees and sell our products worldwide.