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February 3, 2008

All aboard the minimum wage bus

The Department for Business, Enterprise and Regulatory Reform (BERR) hit the road in January in a converted double-decker ‘Route 552 – Are you on board?’ bus to educate workers and employers about the national minimum wage rates.
The new campaign, overseen by the Central Office of Information (COI), is providing tailored information and advice to local people in 30 towns and cities for nine weeks. On each day of the campaign, the Route 552 bus will visit three strategically positioned bus stops for two hours at a time, each manned by trained brand ambassadors. In Glasgow, for example, the 552 will visit Easterhouse Market in the morning, followed by Morrisons Supermarket at lunchtime, moving on to the Fort Shopping Centre in the afternoon.
On board, visitors can sit and relax while using laptops to access online information via a unique URL to the campaign’s website. The brand ambassadors will be on hand to discuss individuals’ needs and direct them to the most relevant information. Visitors will also be able to use free on-board mobile phones to call the national minimum wage helpline.
As well as Glasgow, the roadshow will visit locations in London, Birmingham, Manchester, Blackburn, Nottingham, Coventry, Sheffield, Bradford, Bristol, Swansea, Cardiff and Liverpool. This is part of an overall marketing strategy, which includes local radio, posters and online communication aimed at teenagers and a specific migrant workers campaign.
“This informative tour is designed to highlight important changes in the minimum wage in a personal and memorable fashion,” said Joss Davidge, marketing director at BEcause Experiential Marketing, which designed roadshow. “Using Acorn data, we’ve selected cities and towns that index highest against our target audience’s demographic profile, ensuring that the most relevant and vulnerable communities will be prioritised. The creative concept of the 552 Bus provides us with two things – an effective interactive environment for targeting people that are hard to reach through traditional media, and a powerful mobile billboard for thousands more to see around the country.”
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