Picturing Sandy's Wrath: Pictometry Speeds Hurricane Recovery
Pictometry International Corp. invented geo-referenced aerial imaging -- the process of capturing and mapping every pixel of high-resolution photos shot from its fleet of custom aircraft. Used daily by assessors, insurers, roofers, utilities and emergency responders, the two petabyte image library had built a sizable customer base, but was not known by technology or mainstream media.
McDougall Communications was retained to better share the Pictometry story with the GIS industry and vertical markets. So when Hurricane Sandy ravaged the U.S. East Coast, the firm was quick to recommend that the company not only tell, but show how its technology was aiding in the assessment, recovery and rebuilding effort.
Rapidly developing an approach that illustrated Pictometry's power while being sensitive to the suffering on the ground, the firm began discussions with leading journalists to gauge their interest, while at the same time lining up customer uses to share. Of particular interest was Fast Company, as its coverage is known to fuel widespread exposure in the U.S. and abroad. Our "wow" tool was a quickly developed website showing before-and-after aerial images not available from any other source.
Within days, Fast Company published an extensive feature on Pictometry's role in Sandy-related recovery. Per our plan, what followed was not only record discussion on B2B and consumer social media platforms, but follow-on stories from Wired Italy, Europe's Sky News, and a multitude of industry trade magazines. Pictometry had entrusted McDougall Communications to take a big swing, and the result soared out of the park.