''Be There'' Campaign Conveys Adventure and Freedom of Magellan GPS Products; Unique, Multi-Faceted Magellan Marketing Program Launches Worldwide.SANTA CLARA Santa Clara, city, Cuba Santa Clara (sän`tä klä`rä), city (1994 est. pop. 217,000), capital of Villa Clara prov., central Cuba. , Calif. -- Thales' navigation business, maker of Magellan brand consumer GPS products, today announced the launch of its global "Be There" marketing campaign: a multi-faceted program that encapsulates a sense of adventure and enjoyment of outdoor and driving journeys while distinguishing the Magellan brand as one that represents freedom, fun, ease of use, value and reliability. Encompassing all outdoor and vehicle navigation See GPS and vehicle tracking. products worldwide, the Magellan "Be There" campaign integrates efforts across all marketing and communications disciplines to deliver high-impact messages to multiple audiences over the upcoming months. The campaign will reinforce product positioning and increase sell-through at retail channels through advertising, channel materials, sales training tools, in-store displays, the company website, public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most and promotions like the annual summer geocaching Geocaching is an outdoor treasure-hunting game in which the participants use a Global Positioning System (GPS) receiver or other navigational techniques to hide and seek containers (called "geocaches" or "caches") anywhere in the world. contest, which will also bear the theme "Be There." "The company has one message to market for its Magellan brand," said Howard Leyda, senior director of worldwide marketing. "Magellan GPS products enable you to enjoy your adventure with total freedom and put you in control with navigation solutions that are reliable, convenient and easy-to-use. We want consumers to know that Magellan GPS products will ensure they'll be there, precisely where they need to be, so consumers can relax and be there in the moment to enjoy the journey." The Magellan "Be There" advertising campaign, scheduled from April through July in North America North America, third largest continent (1990 est. pop. 365,000,000), c.9,400,000 sq mi (24,346,000 sq km), the northern of the two continents of the Western Hemisphere. , will promote the series of six Magellan(R) eXplorist(TM) handheld GPS Handheld GPS use GPS Signal from a minimum of 3 overhead satellites to obtain a fix which is usually accurate to within 30m. Actual accuracy can be achieved down to 5m but due to US Military intervention accuracy is restricted. Popular brands include Garmin, Magellan Navigation. receivers as well as the company's award-winning, best-selling best·sell·er also best seller n. A product, such as a book, that is among those sold in the largest numbers. best Magellan(R) RoadMate(TM) series of portable, vehicle navigation solutions. Fifteen ad insertions will appear in seven key American publications targeting mobile professionals and active outdoor enthusiasts. The heart of the "Be There" campaign is the captivating cap·ti·vate tr.v. cap·ti·vat·ed, cap·ti·vat·ing, cap·ti·vates 1. To attract and hold by charm, beauty, or excellence. See Synonyms at charm. 2. Archaic To capture. imagery and messaging created by Davis Elen Advertising. "Our goal was to make the campaign as aspirational as possible," said Rob Ingalls, partner and executive creative director for Davis Elen Advertising. "The challenge was to deliver work that was more about the user experience than the product feature set. So we put the product in the hand or on the dashboard of the beholder to make people feel as if they were literally in the picture. It's not often that we do a campaign that we feel is precisely right for a client, but the 'Be There' campaign is one we immediately knew was perfect for the Magellan brand." To get a glimpse of the "Be There" campaign and learn more about Magellan products, visit www.magellangps.com. About Thales' navigation business Thales' navigation business unit develops and manufactures world leading positioning, navigation and guidance equipment. It markets its Magellan brand GPS solutions in the consumer electronics, recreation, and automotive markets, and its GPS and GNSS (Global Navigation Satellite System) The European term for a global satellite-based radio navigation system. See Galileo. professional products in the survey, GIS/Mapping, and OEM (Original Equipment Manufacturer) The rebranding of equipment and selling it. The term initially referred to the company that made the products (the "original" manufacturer), but eventually became widely used to refer to the organization that buys the products and markets. Key innovations include the first U.S. commercial hand-held GPS receiver for positioning and navigation, and the first handheld GPS with industry standard Secure Digital Memory Card capabilities. Thales' navigation business unit is headquartered in Santa Clara, CA and has worldwide operations. For more information, visit http://www.thalesgroup.com/navigation. (C) 2005 Thales SA. All rights reserved. Magellan, eXplorist, and RoadMate are trademarks of Thales. |
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