Clear Channel Brings Midland Expressway To Fort Dunlop

Clear Channel has secured Midland Expressway Limited for a major advertising campaign to increase public awareness of Britain’s first tolled motorway ahead of its scheduled launch early next year.

The centrepiece of the campaign, which was planned and bought by Starcom Worldwide, will be a billboard by the M6 at Fort Dunlop. It will serve as a teaser for drivers stuck in traffic on what is one of the most congested motorways in Europe.

The outdoor activity will be supported by an extensive radio, print and direct mail campaign, which will promote the idea that the new M6 toll will provide ‘Fast, Effective Relief’ for drivers plagued by congestion.

Commenting on the campaign, Greg Delaney, chairman of Delany, Lund, Knox, Warren & Partners, said: “This is a unique opportunity – to market Britain’s first ever tolled motorway. We’ll really be bringing the message home that a practical alternative to the congestion and stress of the M6 is coming.”

DLKW’s sister company, DLKW Dialogue, is producing an integrated direct marketing, online and ambient campaign to support the above the line activity.

Earlier this year Clear Channel launched the UK’s first live musical billboard to raise awareness of the Royal Scottish National Orchestra’s drive to promote classical music to a younger audience (see Clear Channel Launches UK’s First Live Musical Billboard).

Clear Channel: 0207 478 2928 www.clearchannel.co.uk

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