Sloways
Award: Wood Pencil
Wood Pencil / Experiential / Out-of-Home / 2021
Regional Australia relies on caravan tourism. Every $1 spent at a caravan park generates $3.92 for the local community. Highways mean caravans bypass these towns. So NRMA Insurance created Sloways – a 1,400km network of road signs diverting caravanners to 30 struggling towns, helping them slow down, travel safer and boost economies. Journeys were planned online and integrated in maps. Cash incentives encouraged spending, and the film inspired caravanners to hit the road.
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