Key metrics
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traffic reduction during planned weekend closures
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Facebook impressions extending public awareness
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adults reached through STV broadcast campaign
Amey delivered a communications and stakeholder engagement programme for Transport Scotland during the initial phase of refurbishment works to two 50-year-old footbridges spanning the M8 between Junction 21 and Junction 23 in Glasgow City Centre.
The works required the safe removal of five suspended bridge spans across two planned weekend closures, with 16 motorway lanes managed on one of Scotland’s busiest routes. Our role was to help reduce disruption before and during the closures by giving road users, communities, businesses and event organisers clear, timely information.
The campaign combined early stakeholder engagement, localised messaging and multi-channel public information across social media, TV, radio, print, digital and on-the-ground signage. The initial phase was completed safely and efficiently, with the motorway reopened ahead of programme on both weekends and traffic flows reduced by 50% during closures.
At a glance
- Transport Scotland required support for the initial phase of essential refurbishment works to two M8 footbridges in central Glasgow.
- The works involved removing five suspended bridge spans during two planned weekend closures on a high-traffic urban motorway.
- The communications challenge was shaped by safety, disruption, public awareness, local communities, businesses and major events.
- Amey combined early stakeholder engagement with targeted public information across TV, radio, social, digital, print, signage and local materials.
- The campaign supported planned delivery, reduced traffic volumes during closures and maintained strong stakeholder relationships.
Managing disruption on a critical urban motorway
The initial works focused on removing and refurbishing key sections of two 50-year-old footbridges spanning the M8. The location created a high-pressure delivery environment: a busy urban motorway, multiple lanes, short closure windows and heavy lifting activity that had to be communicated clearly before work started.
The main risk was not only the complexity of the engineering operation. It was the need to reach a wide and varied audience before tightly planned closures took effect. Road users needed enough notice to plan alternative journeys, while local communities, businesses and major events needed specific information about how closures could affect access and travel.
The timing added further pressure. The closures coincided with school holidays, major events and increased travel demand in Glasgow. That meant the communications programme had to be practical, visible and locally relevant, not just broad in reach.
Turning complex closures into clear public information
Amey supported Transport Scotland by building the communications programme around early engagement, clear messaging and targeted audience planning. The aim was to help people understand what was happening, when closures would take place and how they could plan around them.
We engaged key stakeholders early, including Transport Scotland, Traffic Scotland, emergency services, Glasgow City Council, local businesses and event organisers. This helped build awareness before the closures and gave affected groups time to prepare.
We then delivered a co-ordinated campaign across channels that could reach people before they travelled and while they were making decisions:
- Social media on Facebook and X gave the campaign scale and immediacy.
- TV, radio, digital display, print media and digital audio extended reach across central Scotland.
- Local engagement, including bespoke materials, leaflet drops to 2,000 households and physical posters, helped affected communities receive relevant information.
- Direct engagement linked to the Scottish Pipe Band Championships and Coloursfest at Braehead Arena helped event audiences plan around the closures.
Operationally, delivery depended on collaboration between contractors, traffic management teams and other partners. More than 136 people were deployed on site to maximise productivity within the closure windows.
Earlier reopening and stronger public awareness
The initial phase was completed safely and efficiently, with the motorway closures delivered as planned. The route reopened two hours ahead of programme on the first weekend and six hours ahead of programme on the second weekend.
The communications programme gave the works the visibility needed to support road-user planning and reduce avoidable disruption. It also gave Transport Scotland and delivery partners a consistent message across public-facing channels, stakeholder engagement and on-the-ground information.
- Early stakeholder engagement helped build awareness before the closures, supporting smoother delivery during the planned weekend windows.
- Clear travel-planning messages contributed to a 50% reduction in traffic flows during closures.
- Multi-channel communications delivered broad reach, including 4.85 million Facebook impressions, 3.88 million X impressions and 1.07 million print and digital media impressions.
- Broadcast activity reached 1,062,000 adults through STV and delivered 626,552 digital audio impressions, strengthening public awareness across the region.
- No complaints were recorded by the SW OCCR or Traffic Scotland, supporting evidence that public information was clear and effective.
The programme showed how communications can directly support highways maintenance, traffic management services and transport infrastructure delivery when it is planned as part of the operation rather than treated as a separate activity.
Testimonial
“Amey undertook a significant consultation exercise and a robust communications strategy for the M8 Footbridge Refurbishment Works, which ensured that as many members of the public as possible were aware of the works. This gave us confidence that a large reduction in traffic volumes was achievable prior to works commencing. This allowed the road closures to be implemented earlier than usual and allowed works to be undertaken in one shift which kept disruption to a minimum.”