Merseyflow – launching a new tolling brand
Merseyflow is emovis’s tolling brand for the Mersey Gateway Bridge. DTW created and launched it in 2017. It’s a free-flow bridge so there are no toll booths – everyone pays online or by phone – and it is handling millions of customers every month.
“The campaign exceeded all targets and was essential to enable us to manage the hundreds of thousands of customers we had from week one of the bridge opening. DTW’s mix of targeted digital marketing, PR and on the ground activity was well planned and superbly executed.”
Anthony Alicastro, Chief Executive, merseyflow
The team needed to establish merseyflow as a trusted brand that people would engage with and recognise as the official tolling provider.
Critical to the operational team was to get as many people registered for discounted trips before the bridge opened – and get as many people to use the self-service option as possible – this meant driving people to register and find out more online at www.merseyflow.co.uk.
The awareness campaign began more than six months before opening so people had as much information as possible about when the bridge and tolling registrations opened.
As soon as registration for discounts opened in July 2017 we put in place a carefully-planned campaign covering PR, targeted advertising across the Google Display Network, Facebook, Twitter and YouTube, high-quality explanatory animations giving people guidance as to what they needed to do and email activity to complement outdoor, radio, press and other local advertising activity.
Our clear call to action was to ‘register now’ and beat the last-minute rush whilst maintaining a positive flow of stories and information that tackled head on any controversies related to the introduction of tolls.
Before the bridge opened in October we had comfortably beaten our registration targets, achieved significant reach and had more than 500,000 visits to the merseyflow website.
- 102,000 vehicles registered before opening
- 70% of people registering online
- 96% of people paying tolls on time
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