Freight firm keeps PR contract local

NATIONAL supply chain specialist Nightfreight has appointed Midlands’
communications consultancy betterpr to deliver a national brand building campaign.

Betterpr in Bromsgrove is to plan and implement national media and marketing strategies to build the firm’s reputation and promote its business transformation programme.

The campaign for Willenhall-based Nightfreight – which operates 1,400 vehicles and employs 2,200 people from 53 depots UK-wide – will focus on strengthening the firm’s visibility in key retailing and e-tailing sectors.

Stoke Prior-based Betterpr was selected after a competitive three-way pitch. Nightfreight business development director Mike Rice said: ” A major transformation programme is underway and a new-style Nightfreight is emerging with a new leadership team, so our chosen agency had to show they had the competence and the creativity to help us deliver our goals.

“Betterpr showed they have a strong grasp of business issues and a clear understanding of what we need.”

Head of betterpr Juliet Betterton said: “It was clear that Nightfreight needed much more than a typical profile-raising campaign.  We specialise in helping clients win business, and this campaign is directly aligned to revenue targets and generating sales leads.  This is how we will be measured.”

Now in its 14th year, betterpr was named Midlands outstanding small consultancy by the CIPR (Chartered Institute of Public Relations) 2008/9 and has been three times finalist nationally in the CIPR’s Excellence Awards.