The marketers of Grants Scotch Whisky have used modern mapping techniques to plan billboard advertising of their product. Through the use of census data and a study of socio-economic groups in Sydney, the marketers were able to identify those people that were likely to be whisky drinkers.

By classing each census collection district (approximately 200 homes) according to the likelihood that it would contain more than 15% whisky consumers (twice the national average) and selecting those districts with a population density of more than 2000 people/km² it was possible to map the districts according to the propensity to drink whisky.

This information was then combined with data from the traffic authority on the density of traffic around and through these regions and the optimum billboard sites were selected.

The procedure was so effective that it increased Grants Whisky sales by 8 percent.