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 UK-wide and promote Nightfreight's business transformation programme.

The campaign for Willenhall based Nightfreight - which operates 1400 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.

The four key elements of the campaign will include trade media, direct marketing and e-marketing, online PR and events to push key messages Nightfreight is the only UK logistics provider to offer a combination of delivery channels, for single parcels and non-standard freight, two-man home delivery, a specialist 'white glove' service and dedicated logistics.

betterpr was selected by Nightfreight following a competitive three-way pitch. The firm was impressed by the agency's pragmatic approach to getting results, explains Nightfreight business development director Mike Rice.

He said: "This is an exciting time in our development as one of the UK's largest transport services providers.  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.  They presented us with an integrated promotional, PR and marketing campaign which is practical and results-orientated."

The campaign is already paying for itself with a considerable number of potential sales being generated by a World Cup themed direct marketing campaign.

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. "Nightfreight has a clear plan for major growth and we are delighted to have the opportunity to support their ambitions."

As well as providing strategic communications support, betterpr will deliver targeted trade media projects and regular announcements on company progress.

Now in its fourteenth 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.

Based in Stoke Prior, Bromsgrove, betterpr offers a full range of communications services, including media relations, web-based marketing, brand management and crisis PR.