LEZ Marketing Campaign Phases 4 and 5

Descriptions

In line with the LEZ Communications Strategy the next critical phases of the LEZ communications/marketing campaign aim to raise awareness and make sure businesses and households are prepared for LEZ enforcement beginning in Aberdeen, Dundee and Edinburgh in summer 2024. The introduction of LEZs into the cities of Aberdeen, Dundee, and Edinburgh is a PfG commitment intended to protect health and reduce greenhouse gas emissions. The PfG also committed to helping those who would have the most difficulty in making the transition to the introduction of a LEZ. Communications/marketing in Phase 4 will promote the enforcement start dates for each of the cities and encourage drivers to make use of the Transport Scotland Vehicle Checker and make required changes. The campaign will be essential to help drivers avoid incurring PCN charges, but particularly businesses coping with the challenging economic environment (post covid and post Brexit), and low income households in the midst of a cost of living crisis. The scope of this call off is for bought advertising and media associated with LEZs starting in Aberdeen Dundee and Edinburgh. Bought media will be across both traditional (billboards Newspapers tv and radio) and new media (social and digital). The contractor will be required to provide the services for a full range of media including television, radio, press, digital, online, and out of home. The contractor adds significant value by planning media schedules that can best reach a target audience and negotiates best possible rates for media bookings enhancing cost efficiency. Strategic support will be provided by the SG Marketing and TS Environment & Sustainability team as required.