International news: TomTom conducts summer promotion
GPS maker TomTom of Concord, MA has begun an international advertising campaign called "Great Summer Journeys Start with TomTom." The campaign, developed by Pool Worldwide, will run in approximately 20 countries. The effort includes an online component called the Map Paradise Project, located at <http://www.tomtom.com/summer>. Visitors to the site can enter a contest to become one of five groups of people who will spend two weeks mapping one of five tropical islands for $15,000. The campaign will be supported with radio and online advertising, as well as public relations and social media activities. "This campaign shows how TomTom helps get summer journeys off to a great start," said Corinne Vigreux, managing director of TomTom. "With our fuel offer and Map Paradise Project, we hope to engage with people on lots of different levels and via different touch points."