British Parking Association

Objective

Develop a PR campaign to sit alongside the launch of The British Parking Association’s (BPA) new website which was aimed at helping drivers that were confused about the rules and regulations of parking.


Implementation

Initially The PR Office facilitated a campaign workshop to advise BPA on messages and strategy for the campaign. We then worked with a research company to develop omnibus research which looked at which parking rules and regulations drivers find confusing as well as the parking habits they find most frustrating. The PR Office analysed the results, advising on the most newsworthy angles for national and regional releases, and briefed all media. During these briefings the team discussed the wider issues associated with parking confusion to try and secure more in-depth interviews.

As part of the campaign it was also important to engage third parties to support the campaign; quotes were secured from Disabled Motoring UK (DMUK) and Penny Mordaunt MP (As Secretary of State for Communities and Local Government), as well as stakeholders including Which? and moneysavingexpert briefed.


Results

High level coverage and interviews were achieved across all target media, including: Sky Radio, BBC Radio (various channels), ITV – Good Morning Britain, The Sunday Times, The Daily Express and the Press Association. Following the engagement of DMUK and Penny Mordaunt MP both provided quotes used alongside media briefings and in selected coverage.