DVLA reviews 5.5m account

The Driver and Vehicle Licensing Agency (DVLA) is reviewing its advertising account as part of a campaign to remind people to renew their car tax. It has invited incumbent Delaney Lund Knox Warren, Lowe and Rainey Kelly Campbell Roalfe/Y&R to pitch for the £5.5m account.

The DVLA has already kicked off a pitch for its communications planning, which is currently held by Starcom (MW this week). It has also invited Phd and Carat to pitch for the account. The pitches are being handled by COI Communications.

The campaign, which will break in April next year, will encourage the 3 million motorists that do not meet the car tax renewal deadline to pay on time. It will also highlight the consequences of not paying car tax, such as the £80 late-payment penalty.