Midland Expressway, the company appointed to build and operate the M6 Toll, is launching an advertising campaign ahead of the opening of the road. The M6 Toll is a 27-mile route providing an alternative to the M6 through the West Midlands. The road is scheduled to open in January next year and car users are expected to be charged £3 for access. The campaign, created by Delaney Lund Knox Warren & Partners, sees a giant billboard sited at Fort Dunlop on the M6, with the strapline ‘Fast, effective relief from the M6’. The same strapline and image will be used across radio, outdoor and press with DLKW Dialogue producing a supporting online and direct mail campaign. The Fort Dunlop site is owned by Clear Channel Billboards and the M6 Toll campaign was planned and bought by Starcom Motive.