Ordnance Survey

Ordnance Survey is the internationally recognised market leader in its field. We offer a wider range of products than any comparable organisation, from traditional walking maps and road maps to the large-scale maps and digital products that now make up the largest part of our business.


Although Ordnance Survey is a UK government agency, we cover our operating costs through sales of products, services and copyright licenses. Since April 1999 when we gained our Trading Fund status, we now have greater responsibility for our own finances and planning, as well as extra freedom to develop new initiatives.

From traditional leisure maps to adaptable digital data, Ordnance Survey products link people and businesses to Britain's diverse landscape. Visit www.ordnancesurvey.co.uk.

Ordnance Survey became the headline sponsor of the Outdoors Show because of the huge brand opportunities offered by working closely, from an early stage, with the event organisers to meet both long and short-term marketing goals.  As a direct result of such a close collaboration, this new launch show became the first definitive UK expo to celebrate walking, climbing and other outdoors pursuits and combine professional and proper information to 29,974 high spending and influential enthusiasts that visited from across the UK. The event not only supported regions affected by the foot and mouth epidemic, but contributed to their ongoing regeneration.

• Position Explorer maps as essential for outdoor activities
• Move the brand away from a perceived two-dimensional reputation attached to production of published material
• Extend the brand into the world of interactive, three-dimensional experiental activity
• Endorse the brand as a pioneer of the great outdoors
• Catapult Ordnance Survey into the forefront of issues concerning outdoor sports and the British countryside
• Define Ordnance Survey as the tangible spearhead of British tourism and leisure
• Give the brand genuine credibility to generations of British outdoor sports enthusiasts at every level

Bring the brand to life
The solution to creating an Ordnance Survey brand experience was purely and simply to ‘become’ the show. The Ordnance Survey Outdoors Show combined major commercial brand names associated with the ‘great outdoors’ with organisations including the Ramblers’ Association, BMC, YHA and CTC. Additional dedicated areas covered adventure travel, cycling and UK holiday destinations, all of which drove visitors back to the brand experience of Ordnance Survey.

Create impact, involvement and interactivity
More than a shop window of products and information the Ordnance Survey event offered a multitude of products and activity that appealed to enthusiasts of all ages including:

Themed Pavilions showcased logical categories of exhibits:

Show promotion that boosted the Ordnance Survey brand:

• Massively increased brand profile awareness by trade and public members of the outdoor arena
• 84.3 minutes (1.40 hours) national and regional TV coverage
• 123.6 minutes (2.06 hours) national and regional radio coverage
• Thousands of column inches of print coverage in national, regional and industry titles
• 29,974 visitors: average age 39 / average income £31,000 / combined visitor show spend £1.5m
• 86% rated the event as good or excellent and pledge to return the following year
• Universal opinion from the outdoor industry: “resounding success”
• Outdoor Industries Association “Thanks for making the outdoor sector look so good.”

Conclusion
“The Show has proved to be a huge success and we are delighted that this was recognised by an industry award for “Best new show”. Last year was a very difficult year for the outdoor industry and this event helped Ordnance Survey play its part in encouraging people back into our countryside.” Paula Langford-Smith, Outdoor Brand Manager, Ordnance Survey