PUBLIC SECT0R: DVLA to hire agency for comms boost

The Driver and Vehicle Licensing Agency is set to bring in external agency help in a bid to boost its campaigning work.

The hired agency will provide 'press and media consultancy' support to boost the 'clarity and uniformity' of the DVLA's external comms, and will work on the DVLA's various campaigns.

The Swansea-based DVLA - which is affiliated to the Department for Transport - aims to boost road safety and law enforcement by maintaining registers of drivers and vehicles, in addition to collecting the vehicle excise duty tax.

Among the DVLA's current promotional campaigns is a bid to highlight the importance of valid vehicle registration documents.

Beer Davies was hired by COI Communications to handle that remit (PRWeek, 20 September), which has the tagline 'A Car's Not "Legit" Without It'.

A media relations offensive ran in October.

Another major current campaign targets road tax dodgers with the tagline: 'No Exceptions. No Excuses. No Escape. Get Your Road Tax'. The campaign - which targets different regions of the UK in turn - is currently active in Wales.

In April next year, the DVLA will launch a promotional campaign surrounding planned vehicle identity checks which will aim to cut car crime.

The hired agency will report to director of external comms Trevor Horton

Two months ago, the DVLA hired PwC Consulting as its IT and 'strategic business partner'.

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