1. The Biggest Danish Image Campaign in History for Road Goods Transport!
IRU Image and employment in Road Transport
Seminar
Brussels January 27th 2010

2. Who am I? Lotte Leth-Sørensen Communication Manager ITD
International Transport Denmark
Project Manager of the campaign

3. Objectives/Goals We must reinforce the Image of Road Transport
We are convinced that a stronger image means that:
Public attitudes to the industry become more positive.
The professional pride of the industry will be enhanced.
It becomes easier to recruit skilled employees.
Our conditions will be established on the basis of facts rather than prejudices .

4. Challenges: Acknowledged, but not appreciated
In the spring og 2009 we conducted an analysis of legitimacy

5. ”You are Indispensable”
© Radius Kommunikation A/S

6. ”But We Don’t Appreciate You”

7. ”Keeping DK going”

8. Collaborators
Med opbakning fra:

9. Steps in the Campaign 1 2 3 4 5 6 Internal track External track
Imagekampagne
Marts 2 5 5 6

10. 1 2 3 Encouragement Commitment Participation Ownership Back-up
Internal track 1 2 3
Encouragement
Commitment
Participation
Ownership
Back-up
Recruitment
Casting sessions
Lottery

11. 4 5 6 Cornerstone is Tv-commercial Musicvideo Traffic communication
External track 4
Imagekampagne
Marts 2 5 5 6
Cornerstone is Tv-commercial
Musicvideo
Traffic communication
Bill boards
Advertisement
Continuing PR
Public Affairs strategy
Launch

12. What have we achieved so far?
Objective/Goal: The Professional Pride of the industry will be enhanced.
A Dialogue Platform supporting the internal communiaction
Strong internal support from the Industry of Road Goods Transport
Great interest in participating in the casting and back-up events
Members have employed the Campaign Materials for the purpose
of internal communication
Great interest from the media – even positive nationwide media coverage
We have employed a PhD in commerce for scientific documentation
We carry out evaluation surveys and analysis

13. Next Steps
The casting event is completed – the selection proces is going on right now
Videos from the casting event are beeing uploaded to the website
Locations for shooting the film are beeing checked out
Film production will take place at the beginning of March – clip board this week
Launch in Copenhagen on May 7th, conference and public event
Music video on YouTube and other websites
TV-commercial runs in May and August
Traffic communication on the back of the trucks
Last but not least: Adds and PR