Home Examples of work Darlington Borough Council – Do The Local Motion

Karol Marketing carried out a comprehensive marketing strategy for Darlington Borough Council’s sustainable transport initiative, Town on the Move, which had previously failed to engage with the public and had become the butt of jokes such as ‘Town not on the Move’. As part of the campaign we:

  • Developed a new name and brand for the campaign: ‘Do the Local Motion’,
  •  Organised a teaser broadcast campaign
  • Ensured extensive press coverage
  • Organised for branded merchandise distributed to schools and businesses
  • Arranged for carefully placed advertising
  • Held competitions
  • Carried out a pre-launch stunt involving the press and a Kylie Minogue look-a-like
  • Had the same Kylie Minogue look-a-like performing at the launch
  • Encouraged over 2,000 local residents to pledge to make a difference to their travel behaviour
  • Secured coverage including BBC Radio 4’s Woman’s Hour and Transport Management as well as regional media exposure
  • Instigated a jump of 120% in school children cycling to and from school and a 14% increase in bus trips
  • Helped the council secure an additional award for £1.5 million from Cycling England to improve infrastructure
  • Won a Silver CIPR Award

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