Addison Lee
Creating clarity during corporate transformation
Overview
IRU was formed in 1948 to facilitate frictionless trade across Europe. This heritage affords it expert status within the global road transport sector, but it wasn’t seen as a campaigner or leader.
We designed an integrated communications, advocacy and marketing strategy – including developing consistent positioning and points of views that have been adopted and deployed across the entire organisation.
We packaged these ‘real world’ issues – Brexit, emissions, EV and talent – to re-engage global tier one media and provide focus on the organisation’s advocacy activities.
Results
We helped IRU to speak with one voice around highly contentious issues, engage tier one media and move beyond communicating to take a more campaigning stance.
Our campaign to tackle driver shortages delivered widespread European media coverage – over 87 pieces across Europe and 10 media interviews. Off the back of the main media launch, IRU was able to set up a meeting with EU Commissioner Bulc and following the campaign focus in Spain, the Spanish government approached IRU to discuss working together to solve the driver shortage.
Impact
As a direct result of the media activity and lobbying, the EU Commission committed €60 million investment to upgrading safe and secure parking areas across Europe.
€60
m
investment from EU commission
87
+
driver shortage coverage
