Carlson Marketing wins M6 toll road business

Midlands Expressway has appointed Carlson Marketing Group to handle the multi-million pound advertising campaign for the UK’s first toll motorway, the M6 Toll.

The agency was appointed after a three-way pitch against AMV Advance and Rapier. It will also handle the direct marketing. Starcom Motive has been appointed to handle media planning and buying.

The pitch was handled by the AAR, and overseen by Midland Expressway head of marketing Steve Boffey.

Boffey was recruited in April last year (MW April 4, 2002). He declined to disclose what the advertising budget is for the project but says it will be several million pounds.

The M6 Toll will offer an alternative route to the M6 between junctions 4 and 11 and is initially designed to take 72,000 vehicles a day. The 27-mile-long road is set to open in January 2004 and radio, press and outdoor advertising will begin six to eight weeks beforehand. There will also be direct marketing activity targeting freight and haulage companies and company car fleets.

Brand Environment has created a visual identity for the M6 Toll to work across staff uniforms, vehicle livery and marketing. The Communiqué Group is developing a website that will allow drivers to pay online.

Midlands Expressway is owned by Macquarie Infrastructure Group of Australia and Autostrade of Italy.

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