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Amey – A38 Tunnels closure (2013)

Amey Tunnel closure

The closure of the main route into Birmingham City Centre for six weeks due to roadworks to upgrade works on two tunnels carrying 85,000 vehicles a day. We were tasked with helping to raise awareness of the closures across the West Midlands.

We worked closely with Amey to provide strategic advice on the planning of the campaign. We organised a road show in Victoria Square in the city centre to promote the closures. Key partners such as London Midland, Centro, National Express and Birmingham City Council were invited to demonstrate the alternatives to using your car during the closures. We promoted the event, arranging for an Amey spokesperson to appear on BBC Midlands Today and BBC Radio WM. Articles also appeared on key websites across the city.

Results: The tunnels closure was one of the big stories across the summer in the Birmingham media. This high level of awareness meant that the predicted high levels of congestion did not materialise, with key routes in Birmingham reported as having between 15-50% less traffic. Bus companies, train companies and park and ride operators all noted increases in patronage as a result of the high profile of the closures.

  • 130 mainstream media mentions
  • Total circulation of media coverage 2.1 million people
  • 24% of all coverage from broadcast media
  • Over 470,000 Twitter accounts reached
  • Over 178,000 page views on www.brumtunnels.co.uk, the vast majority achieved in July, when the closures started. The ‘What’s happening?’ section of the site was the most viewed and the site had an average 45 second viewing time.
  • The overall media reach for the campaign was 3,485,914
  • 2,000 people reached at events
  • 500 followers on @brumtunnels Twitter account


Lara Thorns, Amey’s Communications Officer said: “We are really grateful to Syndicate Communications for their support during the campaign to raise awareness of the A38 tunnels closures in Birmingham. Their team was very flexible and able to offer us comprehensive support at short notice – something that is invaluable in such a fast-paced industry.”

 

 

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