Brand development and launch





Brand development and launch


Media Buying
Public Relations


Infrastructure​, Regeneration and Energy


January 2017 - November 2017

The Brief

Ahead of the opening of the Mersey Gateway bridge, DTW was appointed by emovis to develop and launch the brand for the tolling operations which would manage the payment of tolls on the new crossing and the existing Silver Jubilee Bridge.

We were also tasked with delivering a high-profile communications and marketing campaign to inform drivers about the tolls and encourage them to register online and register early for discounts ahead of the bridge opening.

Our Work

We developed the merseyflow brand name and identity as something that would have a geographical link to the area, represent the quicker, easier and more reliable journeys the bridge would bring and would enable the tolling scheme to be associated with both bridges.

This was part of a communications and marketing strategy split across four key stages linked to the bridge opening:

  • Brand and strategy development – 18-12 months before opening
  • Raising public awareness and understanding – 12-3 months before opening
  • Register now – 3-0 months before opening
  • Register now and pay on time – 0-3 months after opening.

We launched the merseyflow brand and website eight months before the bridge opened, allowing customers plenty of opportunity to choose the discount package that suited them and register well ahead of opening.

Campaign activity ran across a mix of online and offline channels, combining a simple graphical style with animation and extensive media relations designed to simply set out the registration process and provide members of the public with a clear call to action.


The launch of the merseyflow brand quickly established merseyflow as the recognised tolling brand for the Mersey Gateway bridge and gained widespread support by all partners involved in the project.

Ultimately, the campaign exceeded its objectives with over 100,000 registrations in the seven-and-a-half-month activity period, with 70% of those registrations taking place online.

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Visits to Merseyflow website

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Website registrations

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Animation views

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