MEL targets local media for M6 Toll

Midland Expressway Ltd (MEL) has switched its focus to local media for the West Midlands M6 Toll that opened earlier this year.

MEL, which operates the £900m road – the UK’s first privately funded tollway – has appointed Birmingham-based Warman Group to take over its PR account from The Red Consultancy, which worked on its launch amid significant national media interest.

‘Four months after the launch, we have decided to appoint a West Midlands-based agency as this is where the majority of comms will now be focused,’ said MEL managing director Tom Fanning. ‘It is our policy to work with the local community wherever possible.’

It is thought that more than five million drivers have used the 27-mile road.

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