Highways Agency launches winter partnership marketing campaign

The Highways Agency has unveiled its plans for the forthcoming winter season and preparations for its annual winter partnership marketing campaign.

The 2012 ‘Make Time for Winter’ campaign emphasises the need for people to take responsibility for their own journey preparations this winter, and to consider whether their journey is essential.

The campaign communicates two simple messages: “Be prepared – is your vehicle ready for winter?” and “Be informed – have you checked the latest traffic and weather?”.

Julie Smith, Strategic Safety Team
Highways Agency, said: “We have listened to and acted upon feedback from last year’s campaign and have made some changes to improve things.

“We’re making our campaign resources (toolkit) available much earlier to partners, allowing them more time to incorporate them into their winter communication planning.

“We’ve also reduced the number of messages in the campaign down to two; ‘Be prepared’ and ‘Be informed’. Data from last year’s evaluation showed these two messages to be very popular with partners and the general public throughout the winter period.

“We’re asking our partners to support us and share our messages and resources for the benefit of all road users.”

For more information about the campaign contact Stephen Mornington at the Highways Agency.