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SpatialNews.com Press Release
Wireless News - Business News - Feature Columns
Rand McNally Taps Leo Burnett to Map Out New Brand Communications for Travel ServicesLeo Burnett becomes the first full-service advertising firm in Rand McNally's 144-year history. Rand McNally CEO Richard Davis said the Chicago-based firm was selected both for its track record and its ability to develop a campaign that translated a powerful consumer insight into an effective brand message that works across an array of customer touch-points. "Rand McNally is making dramatic moves to evolve from being a trusted publisher of maps and reference products to being a trusted advisor for every aspect of road travel. Leo Burnett captured the spirit of our new direction with a campaign that will showcase the full breadth of our new online travel tools. We couldn't be more thrilled to have such a world class firm as our partner," said Davis. Leo Burnett will develop a campaign that builds the brand as a trusted travel advisor by emphasizing the online travel tools on randmcnally.com. "We want to present Rand McNally in a fresher, more relevant way," said randmcnally.com Vice President Chris Heivly, who is leading Rand McNally's Internet business unit. "Showcasing randmcnally.com is a great way to re-introduce people to the Rand McNally brand. We are building on our heritage as mapmakers to deliver information to consumers in more personal, relevant ways." Rand McNally has conducted extensive research into the travel habits and attitudes of consumers which has lead the company to develop innovative products and services tailored to specific needs. "Rand McNally is making the transition to becoming an externally focused, consumer-driven company that provides consumers with the travel information they need when they need it," said Margaret Stender, senior vice president, Consumer Travel Solutions at Rand McNally. "Leo Burnett's advertising campaign is grounded in this strategy, and driven by the benefits Rand McNally can provide for our customers' varying needs, whether it be through print, over the Internet, on their handheld organizers or via a mobile phone." About Rand McNally Rand McNally, founded in 1856 in Chicago, is the world's premier global provider of geographic information in both print and electronic media for travel, reference and education. randmcnally.com is the Internet business unit of Rand McNally. The Web site features city profiles, travel tips, address-to-address online driving directions and road construction and weather updates to help people plan their driving trips. The online Travel Store offers more than 4,000 products, including maps, guidebooks, luggage and software to help people get where they are going. For more information, log on at www.randmcnally.com or call toll-free at 800/275-7263. About Leo Burnett Leo Burnett was founded in Chicago in 1935 with eight employees and three clients. Today Leo Burnett Worldwide, Inc. (www.leoburnett.com) operates a global network of over 280 operating units across 82 markets, including 94 full-service advertising agencies and a variety of specialty marketing services including direct, database and interactive marketing, sales promotion and public relations. Leo Burnett currently handles seven of the world's 25 most valuable global brands as ranked by Interbrand: McDonald's, Coca-Cola, Walt Disney, Marlboro, Kellogg, Tampax and Nintendo. It also handles 22 other brands in the top 100. It is a member of the B|Com3 Group of companies. About Starcom Starcom Worldwide (www.starcomworldwide.com) is a stand-alone, consumer contact specialist business. With1999 global billings of $8.6 billion, Starcom ranks as one of the top three media specialist companies in The Americas and Asia/Pacific, and ranks as one of the top ten media companies in the world. CONTACT: PAN Communications Ditas Mauricio 978/474-1900 dmauricio@pancomm.com
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