Provision of VED Campaign Creatives & Logistics

Our strategy is to get as close to those we believe are evading paying vehicle tax and disrupt their behaviour with clear, direct messaging in their locality. We will use a range of communication techniques and develop an integrated campaign to deliver this. Our strapline and call to action is 'Tax it or Lose it'. The campaign will run in 20 regions across the UK, using the same creatives as our last burst activity. The regions we intend to target are: Belfast, Birmingham, Bristol, Cardiff, Coventry, Doncaster, East London, Edinburgh, Glasgow, Leicester, Manchester, Newcastle, Northampton, North London, Nottingham, Peterborough, Romford, Sheffield, South London and Swansea. We intend to use a similar channel mix with localised messaging for each of the regions where possible: radio, print, out of home (petrol pumps nozzles, 6 sheets and digital boards), digital display and social media.