Nightfreight

The Client

Nightfreight operates a freight distribution and logistics service throughout the UK. In 2001, Nightfreight was de-listed following its purchase for £43 million by its management team. A secondary MBO, supported by the Royal Bank of Scotland, occured in July 2004 for £89 million. The company now operates through a distribution network of over 50 depots throughout the UK and a workforce of 2,600. Turnover has grown from £73 million in 2000 to more than £115 million today.

The Campaign

Nightfreight is an organisation committed to building and maintaining innovative marketing strategies and, following the first MBO, the directors of Nightfreight called in Wyatt to completely change the company’s image and develop a new brand to take it to the forefront of the freight distribution and logistics industry. The company had identified a niche in the market for the overnight delivery of irregular dimension and weight (IDW) freight and set out to use the IDW platform to build its product offering. This was to be achieved by developing its brand through new products and services which would be marketed and promoted by Wyatt through a strategic marketing communications programme of activities.

Wyatt created the new Nightfreight eagle logo, which has now been established as the instantly recognisable symbol of the company’s dominance and brand power within the freight delivery business. The eagle device features strongly on a complete suite of literature, advertising and direct mail shots, and is carried by Nightfreight’s 1000 + strong fleet of vehicles. Through close consultation with Wyatt and following extensive market research conducted through the agency, the IDW concept has been successfully created and patented. An aggressive and innovative approach to marketing communications has included everything from striking PowerPoint presentation and flash movies to recruitment advertising, conference/event management, outdoor posters, sponsorship, incentive schemes, external and internal newsletters and press and public relations. In addition, Wyatt has helped Nightfreight create, develop and market a number of new services, such as ‘deliver2home’ which includes retail giants B&Q and John Lewis amongst it prestigious customers.

The Results

Since the first management buyout, Nightfreight has enjoyed continuous success. This includes No1 market leading position in IDW freight, 35% increase in turnover, 58% increase in employees, and profitability which has grown year on year.

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