Case Studies Leaflet Distribution

Leafleting to Motorists

Client: Balfour Beatty

Campaign: M25 Closures Motorist Awareness Campaign

Brief:

To execute a comprehensive face to face print distribution campaign, incorporating the distribution and display of print material (posters/leaflets) to motorists within a selection of ferry ports,motorway service stations, railway stations, pubs and hotels in the areas surrounding the M25 closure.

The activity also incorporated an extensive (solus) door to door distribution of differentiated print to 24,000 households in the area surrounding Chorleywood and the M25.

High Calibre Promotion Staff

Target Audience:

  • Road users / Motorists
  • Local Residents

Campaign Description:

Teams of promotional staff executed hand to hand leaflet distribution and displayed posters while verbally verbally explaining details of the M25 closure to motorists. The multi-faceted activity took place across a number of locations including:

PORTS - Dover / Ramsgate / Folkstone / Portsmouth / Lowestoft / Harwich / Holyhead / Plymouth

SERVICE STATION - M1 Toddington / M1 Watford Gap / M3 Fleet / M4 Reading / M25 South Mimms / M25 Clackett Lane /M25 J13 Staines / M25 / A13 Thurrock / M2 Medway / M4 Heston / M11 Birchanger Green / M20 Maidstone / M20 J11a Euro Tunnel / M23 Pease Pottage / M40 Beaconsfield

RAILWAY STATIONS - Chorleywood / Rickmansworth / Gerrards Cross

PUBS/HOTELS - Rickmansworth / Chorleywood Area

DOOR TO DOOR - Rickmansworth / Chorleywood Area

  • Residents Leaflets reaching 15,000 households
  • Letter Drop reaching 8,000 households
  • Leaflets offering overnight parking reaching 500 households
  • Factsheet leaflets reaching 500 residents

Link Communication were involved in the identification and notification of ferry companies based at appropriate ports. Posters and leaflets were collated at Link HQ and couriered to the attention of the designated person within each of the following companies:

FERRY COMPANIES: Norfolk Line / P&O Ferries / Sea France / Wightlink Ferries / LD Line Ferries Portsmouth / LD Line Ferries Dover / Brittany Ferries Portsmouth / Brittany Ferries Plymouth / DFDS Seaways / Trans Europa Ferries

Results:

  • All activity was executed across all locations simultaneously without issue ( using circa 150 members of promotionl staff), reaching over 250,000 motorists on a one on one basis, to communicate the closures.
  • The acceptance rate achieved for this campaign was extremely high across all locations (at over 90%), with almost all people approached were interested, and were willing to accept and retain print.
  • Client extremely pleased with Link Communication and after six years of regular service and continues to be a regular, loyal customer.