M6toll Attracting new drivers to the UK’s only tolled motorway

The M6toll is the UK's only tolled motorway, providing an alternative to the M6 for journeys needing to avoid the congestion of the Midlands.

Since 2019, WAA Chosen’s transport experts have worked with the M6toll to advise on strategy and deliver communications to solve business problems.

Through a research-based approach, we deployed a Keeper of Promises repositioning that focused on benefits to drivers, businesses, and the wider region. The work paved the way for several campaigns to attract local drivers to the road, combining benefits-led propositions with an innovative media plan that extended to GPS-based advertising in Satnav to complement OOH and digital channels.

In addition to building high-quality, easily converted funnels for the sales team, WAA Chosen has also developed business and stakeholder propositions. Collaborating with a global economics consultancy and political advisors, we launched the Economic Benefits Study for the M6toll, utilising our relationships with local and national media to showcase the efficacy of the private funding approach to road infrastructure and the M6toll’s impressive impact on the region across a range of metrics.

Operationally, WAA Chosen supports the business with a critical communications response that keeps drivers updated with changing traffic conditions and road incidents. Trusted to act within 15 minutes, 24 hours per day, every day of the year, we are a genuine partner to one of the country’s most innovative infrastructure initiatives.