Midland Expressway Limited, the Australian 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 where the average speed is just 17 miles per hour. The new route, between junctions 4 and 11 in the Birmingham area, is called the M6 Toll.
Launching in January 2004, the M6 Toll's 27 miles of three-lane motorway aims to reduce journey times by up to 45 minutes. DLKW has been briefed to announce the new concept to target key transport audiences ranging from freight and haulage companies to business travellers, local commuters and tourist traffic.
Advertising will include radio and outdoor media, including the 135-metre-long Fort Dunlop site - Europe's largest poster site.
Its sister agency DLKW Dialogue will handle the direct marketing account.
"We think this is a great project. It is the first road of its kind in the UK and a lot of people will be watching to see how it works and we want to make the launch as successful as possible," Greg Delaney, the DLKW chairman, said.
DLKW will work alongside the design agency Brand Environment and The Red Consultancy PR agency.
In February, Midland Expressway appointed Starcom Motive to handle the strategic media planning and buying account.