Public relations, branding campaigns

Google ønsker at udbrede brugen af korttjenesten Google Maps og vise, hvordan Maps kan inspirere brugerne til at opleve nye steder.

Google wished to spread the use of their Google Maps service and show how Maps can inspire hikers to discover new destinations.

Denmark's 288 best hiking routes were to be implemented into Google Maps and marked as searchable pins on the map. The select routes were handpicked by the Danish Hiking Association, which was an essential partner of the project.

On launch day, Morsing organized walks on 9 routes in different regions, where both local and regional press were invited to join and interview both the Danish Hiking Association and Google.

In close cooperation with Google, we contributed in all stages of the project – from idea development to the final follow-up.

Today, Danes use the 288 Google Maps markings to discover new hiking routes and go out to enjoy the Denmark’s forests, fields, and coastlines. At the same time, the partners on the project experienced great interest in the wake of the launch with almost 3 times as many page views per day compared to previous figures.

The overall press results amounted to no less than 17 TV clips in regional and national news broadcasts, 5 regional radio features, and close to 100 written press clippings across national, regional and industry media.