The region-specific campaign uses banner ads that click through to the , a site that provides users with information about the toll including how to pay it, its benefits, and maps and routes. The ads appear on whenever users view maps or routes of the area around the M6.
A full banner appears above Multimap's maps and a half banner appears beneath them, to tell users about the new road.
Two creatives include an M6 Toll-branded pill with text that reads "Fast, effective relief from the M6. Click here for a map and more information," and a stethoscope, with the same text, of which the lead forms the visual of a heartbeat.
Steve Boffey, marketing director at Midland Expressway, said: "We wanted to reach the maximum number of people who might use the toll road in the most efficient and effective way, and Multimap provides the channel that we needed to meet this objective.
"The fact that the banners only appear on screen when users are consulting maps of areas surrounding the M6 means that there's very little wastage. Couple this with 6.3m unique users and 90m-plus page impressions and you've got a winning combination."
Midland Expressway is the company with overall responsibility for the financing, design, construction, operation and maintenance of the M6 Toll Road until 2054, when it will be handed back to the government.
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