Darlington Borough Council appointed Karol to rescue and manage the marketing strategy for its sustainable transport initiative, Town on the Move, which had failed to engage with the public and had become the butt of jokes like “Town not on the Move”. Karol’s brief was to revitalise this exciting project, changing patterns of travel behaviour through targeted, effective communications and creative events, in a way that was fun and engaging.
Karol developed a new name and brand for the campaign, ‘Do the Local Motion’, with a supporting creative marketing strategy designed to maximise the effectiveness of the campaign. This included a teaser broadcast campaign, PR, branded merchandise across schools and businesses, carefully placed advertising and competitions, and a Kylie Minogue look-a-like for the launch.
The key was to unite people in a common goal, to encourage a positive change to their lifestyles, challenge perceptions and to get the community moving!
- In just three months over 2,000 local residents pledged to make a difference to their travel behaviour.
- Media coverage included BBC Radio 4’s Woman’s Hour, Transport Management as well as hundreds of thousands of pounds worth of regional media exposure.
- There was a jump of 120% in school children cycling to and from school and a 14% increase in bus trips.
- The campaign was instrumental in securing the council an additional award for £1.5m from Cycling England to improve infrastructure.
- This campaign won a Silver CIPR Award.