Any of them could save your life.
Driver fatigue is a major contributor to road trauma with at least 1 in 10 fatalities being fatigue related. But rather than just telling drivers to take a break every 2 hours, we wanted to give them a real and tangible reason to pull over.
We enlisted South Australian towns, big and small, from all over the state to tell us why their town was worth the stop. As a result, we developed one of the largest customised outdoor campaigns seen in this state. 52 outdoor sites appeared on country roads that gave drivers a tailored reason to take a break in the town they were approaching.
SA Tourism was also chuffed with the campaign.
That’s because the campaign helped promote the many smaller, but intriguing towns throughout the state. It also inspired thousands of conversations on social media around whose town had the best produce, goods and knik-knak stores. Word quickly spread and towns began reporting a spike in visitation during the campaign.
More importantly, the very
same week the campaign launched,
was also the very first fatality-free
long weekend in 3 years.