Leaflet Distribution Teams-

To Motorists

 

Client: Balfour Beatty- M1 Widening Project

Campaign locations: Service Stations: Rothersthorpe, Watford Gap, Toddington, Newport Pagnell, Thurrock, South Mimms and London Gateway

Brief: To promote awareness amongst motorists of forthcoming M1 bridge demolitions and motorway closures.

Campaign Description:

  • Staff greeted motorists as they arrived into the foyers and petrol stations of specifically selected service stations.
  • Print distributed in conjunction with verbal explanation of closures to all interested parties.
  • Teams approached people in parked vehicles in car parks and lorry bays wherever possible.
  • Staff displayed print in food courts, shops and petrol stations for customers to pick up.
  • Balfour Beatty-branded high-visibility waistcoats were worn by staff at all times throughout the duration of the activity.
  • All staff were comprehensively briefed in advance; as a result were able to answer important FAQs about the bridge demolitions.

Results:

  • The cut-through rate of the campaign was consistently high: approximately 80% of people targeted were interested and happy to accept and retain the information leaflets.
  • Permission was obtained at each of the services stations to display bundles of print in leaflet dispensers throughout the service and petrol stations.
  • The majority of motorists were more than happy to take a leaflet as it was about something that could have a direct impact on their travel arrangements. A large percentage were prepared to stop and talk to our staff in order to obtain more information about the closures.
  • The branded high-visibility jackets and involvement of the Highways Agency helped our staff a great deal; it made them stand out, look more professional and entice the public towards them for information.
  • Truck drivers and professional motorists were also extremely appreciative of the information, and told our staff they would take a number of leaflets to hand out to colleagues who would also benefit from knowledge of any delays they could incur from the motorway closures.