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''Be There'' Campaign Conveys Adventure and Freedom of Magellan GPS Products;

SANTA CLARA, Calif.--April 13, 2005--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 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 and promotions like the annual summer geocaching 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, will promote the series of six Magellan(R) eXplorist(TM) handheld GPS receivers as well as the company's award-winning, best-selling 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 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

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 professional products in the survey, GIS/Mapping, and OEM 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

(C) 2005 Thales SA. All rights reserved. Magellan, eXplorist, and RoadMate are trademarks of Thales.