Starcom Motive wins motorway toll road launch

LONDON - Starcom Motive has won the strategic media planning and buying brief for the launch of the UK's first toll motorway.

Midland Expressway Limited, the company behind the motorway, is building an alternative route to alleviate congestion on a stretch of the M6, the most congested road in the UK. The new route, between junctions 4 and 11 in the busy Birmingham area, is called the M6 Toll.

Starcom Motive will work alongside advertising agency Carlson Marketing Group, design agency Brand Environment and PR agency The RED consultancy.

The agencies have been briefed to target key transport audiences ranging from freight and haulage companies to business travellers, local commuters and tourist traffic.

Steve Boffey, MEL head of marketing, said, "The M6 Toll offers a much-needed alternative to the congested M6, ensuring swifter and more reliable journey times. Like any other product, it needs to be marketed to its target audiences, so PR and advertising will be a key focus for us as we approach the opening of the road in January 2004."

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