Traffic.com Debuts New Branding Campaign: ``Time is on Your Side''; Developed In-House and with Ogilvy & Mather

3 October 2000

Traffic.com Debuts New Branding Campaign: ``Time is on Your Side''; Developed In-House and with Ogilvy & Mather

    WAYNE, Pa.--Oct. 3, 2000--Traffic.com (www.traffic.com), the world's leading provider of digital traffic and logistics information for consumers, businesses and government agencies, announced today that it is launching a new print, radio, outdoor and online brand awareness campaign centered on the theme, "Time is on Your Side." The campaign, developed jointly with Ogilvy & Mather, focuses on communicating the message that Traffic.com collects and delivers the best, most accurate traffic information available, and saves drivers' time.
    Tied to a jingle that features a contemporary remake of the `60's classic hit, "Time is on My Side", the debut of the campaign parallels the launch of the company's website and first market launch in Pittsburgh, Pa. on Monday, September 25th. The campaign speaks directly to drivers who are dissatisfied with their existing traffic reports, which extensive consumer testing characterized as inaccurate and untimely. Traffic.com, on the other hand, is perceived to provide new levels of precision and detail in its traffic information, with actual speeds and point-to-point travel times.
    In addition to its corporate branding, the new campaign also brands Traffic.com's proprietary technology: namely, its TrafficPulse(SM) Digital Sensor Network. The network uses a system of solar-powered, roadside sensors that collect data to provide up-to-the minute traffic speeds, point-to-point travel times, traffic volumes and predictive forecasts. Data is delivered via a wireless network to the National Transportation Data Center, where it is repackaged for delivery to the company's website, www.traffic.com, and to radio stations for traffic reports. Ultimately, the service will also be delivered to wireless and telematics devices for business and consumer use. End-users can better plan their time on the road and make more informed choices about their routes.
    "Traffic.com has tapped the essence of what consumers and businesses want from traffic information, which is more control of their time," said Jim D'Arcangelo, Traffic.com's Senior Vice President of Marketing. "Our exclusive TrafficPulse Digital Sensor Network gives people the detailed information they need to make intelligent choices about how they use their time."
    He added: "Our unique service -- the digital retrieval and delivery of traffic information -- will change the way people drive and redefine the way they access traffic information; that is, how often, when, and where they use it. The goal of our branding campaign is to ensure that consumers and businesspeople fully understand and appreciate Traffic.com's unique benefits to them in their daily lives."

    About Traffic.com:

    Based in Wayne, Pa., Traffic.com employs proprietary digital technology that enables drivers to access information about actual speeds, travel times, traffic density, events and incidents on a 24/7 basis. Its TrafficPulse digital sensor network, built under an agreement with the U.S. Department of Transportation, is deployed along key roadways in major markets and delivers data wirelessly to its National Transportation Data Center. The resulting traffic information is distributed via the Web and radio broadcast reports, to be augmented shortly by TV broadcasts and wireless access. Ultimately, data will be delivered to vehicles via telematics devices. Traffic.com is a privately help company whose investors include Internet Capital Group , an Internet holding company actively engaged in business-to-business e-commerce through a network of partner companies; TL Ventures, which focuses on information technology, communications and healthcare companies; Bessemer Venture Partners, which provides investment and assistance in building innovative high-growth companies; and Pennsylvania Early Stage Partners, a venture fund affiliated with Safeguard Scientifics, Inc. , a holding company focused on Internet-related businesses.