DVLA chooses Arena BLM to develop strategy

The Driving and Vehicle Licensing Agency (DVLA) has appointed media agency Arena BLM to help join up its different strands of marketing activity.

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Arena BLM will help develop an overarching communications strategy to integrate areas of DVLA business, such as continuous registration, continuous insurance enforcement, electronic vehicle licensing and driver licensing online.

The overall aims of the new strategy are to continue to reduce car tax evasion and increase the number of customers accessing DVLA’s services online or by phone.

The strategy will consider a range of media platforms, including advertising, online, sponsorship, PR, events, partnership marketing and direct marketing.

Derek Hobbs, DVLA had of insight and marketing, says: ” DVLA has quite a complex portfolio of online and compliance products and services that we need to communicate to our customers. A decreasing marketing budget means it is more important than ever to produce an integrated marketing communication plan so that we get maximum impact from our spend.”

The Central Office of Information (COI) managed the three-way pitch which also included Mediacom and Experience.
Previous media agencies that have worked with DVLA include Carat and Starcom MediaVest.

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