17 August 2009

Capscan Makes A Splash With Kellogg’s

Nearcode finds nearest swimming facilities for website visitors with the Pool Locator

Capscan, a leading supplier of UK and international address management solutions and data integrity services, has announced that its ‘nearest’ look-up tool, Nearcode, has been implemented by its partner magneticNorth (mN) on the Kellogg’s & Swimming homepage. Using Nearcode, visitors to the newly launched microsite can find the closest swimming baths to any postcode or city, as part of Kellogg’s ongoing campaign to raise awareness of the benefits of regular exercise through swimming.

The website’s Pool Locator service is driven by the Nearcode Geographical Information System (GIS) engine and has been integrated into the Kellogg’s & Swimming website by its developer, interactive design company magneticNorth (mN). By entering a postcode or city name into the box on the homepage, visitors can instantly and clearly see exactly which swimming facilities are closest to them by distance in miles, along with a full, accurate address, telephone number and link to the individual venues’ websites.

“Most places in the UK have at least one swimming pool within easy reach and the Pool Locator delivers a strong call to action to our audience,” comments Assistant Communications Manager at Kellogg’s, Kate Hannah. “Its prominence on the homepage of the microsite and the simplicity of its use makes it even easier for everyone who visits us online to get involved.”

A supporter of the sport for over 25 years, Kellogg’s & Swimming is part of a new £3m investment by the brand with the Amateur Swimming Association (ASA), to encourage families to get active and take up regular swimming. Kellogg’s is also backing four key initiatives to promote swimming across the UK; Swim Active, Swimtastic Awards, ASA Sponsorship and Team Kellogg’s Sponsorship, which is supporting four elite athletes in the run up to London Olympics 2012. At the heart of the drive lies the Kellogg’s & Swimming micro site, which provides up-to-date information on all of the initiatives and how Kellogg’s customers can get involved.

“The Kellogg’s audience spans all ages, so simplicity and speed is a key factor for the website in order to enhance the user experience,” comments Account Manager at magneticNorth (mN), Tom Hackett. “We’ve worked with Capscan on a number of other projects and the technical support has always been strong. Integration of Nearcode into the website using Capscan’s software developer’s kit was straightforward and took only three days.”

The Kellogg’s & Swimming microsite can be found at: www.kelloggs.co.uk/whatson/swimming. The Pool Locator, powered by Nearcode, is available on the homepage or at: www.kelloggs.co.uk/whatson/swimming/pool-locator.aspx.