VicRoads has announced it has appointed Icon Agency to produce the next phase of its ongoing ‘Travel Happy’ campaign following a competitive pitch.
‘Travel Happy’ is a long-term road safety initiative targeting all road users. It aims to influence change on Victorian roads by concentrating on emotions like frustration or anger which act as catalysts to unsafe behaviour.
Icon will be responsible for delivering the creative strategy, creative platforms and campaign implementation through direct stakeholder engagement, PR and social media.
Melanie Rutley, senior marketing adviser of communications and stakeholder engagement at VicRoads, said: “We are constantly trying to promote respect on the roads. We felt that Icon Agency presented a fresh approach to the creative and is the ideal partner to develop the next phase of the campaign from June onwards.”
In a joint statement, Icon creative directors Rod Clausen and Ed Bechervaise said: “We are putting these wins down to the recent revamp of our creative philosophy. At the heart of this campaign is an inspiration platform that appeals to deeper social motivations and a call to action to be part of something bigger.
“This is the kind of work we love – it’s all about inspiring people with possibility to create long-term positive behaviour change.”
Icon co-founder and managing director Joanne Painter added: “We are confident that the beautiful ‘pay it forward’ philosophy behind this campaign will bring about positive changes in the way Victorians share the road.
“The creative concepts are so powerful that we can easily imagine the campaign being adopted by all road users whether they are motorists, cyclists, pedestrians, truck drivers or motorcyclists, nationwide.
“We have established a really robust portfolio of travel and transport clients based on the strength of our creativity, the authentic integration of our digital, creative and PR teams, and our second-to-none experience in behavioural change campaigns.”
Icon’s appointment by VicRoads comes hot on the heels of other recent new business wins for the agency across digital, creative and PR, including the City of Stonnington’s $60-plus million urban parkland development, ME Bank, Maurice Blackburn Lawyers, WorkSafe, VicRoads Swan Street Bridge Upgrade, and VicRoads Freeway Management System.