The Driver and Vehicle licensing Agency (DVLA) has won The bigmouthmedia Marketing Strategy of the Year Award category of The National Business Awards. The winner was announced at a ceremony hosted by Andrew Marr at London’s Grosvenor House Hotel.
DVLA, one of only two public sector organisations in the final ten for this category, won because of its work in promoting its Electronic Vehicle Licensing (EVL) service, an online facility that allows motorists to renew their vehicle licence online and by telephone. There were over 2000 applications for the award, including many from the big names in the private sector.
DVLA Director of Products and Services, Andrew Rhodes, said: “We are absolutely delighted to have won the Best Marketing Strategy Award at the Orange National Business Awards. This award recognises the really hard work done by so many people at the agency to make DVLA the home of one of Britain’s most successful and popular electronic services.”
The DVLA claims the EVL system allows motorists to renew their vehicle licence online or by phone. DVLA issues a reminder to all motorists when their licence is due to expire, containing a reference number which motorists quote online, or over the phone. DVLA electronically checks insurance and MoT validity via external databases, and the tax disc is issued via the post.
The DVLA saw substantial growth in uptake, this was achieved from the first stages of the strategy and the use of a prize draw to raise awareness of the service was a first for a Government Agency. Over 1.5 million customers are using the online or automated phone channels each month and SEAT provides 3 free low emission cars each month as prizes.
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