Motorway tolling firm puts M6 relief road PR to pitch

Midland Expressway - the company building and running the UK's first tolled motorway - is pitching for external PR help to boost support for the M6 relief road project.

The firm confirmed three agencies are on the shortlist for the toll road brief and a decision is expected soon.

The pitch comes one month after Midland Expressway hired its first marcoms chief, Steven Boffey, formerly marketing director at Hoverspeed.

As head of marketing, Boffey oversees ads, PR and marcoms for the company and its controversial M6 relief toll road in the West Midlands.

Part of his brief is to help meet the company's target of getting 100,000 people travelling on the road each day within a year of its January 2004 opening.

Boffey will aim to drum up support from lorry companies, fleet managers, business users and local communities.

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