NRMA Insurance and CHE Proximity have launched a caravanning campaign aimed at protecting the “slow way of life” and supporting rural communities.
As an unprecedented numbers of caravanners prepare to hit Aussie roads, the ‘Sloways’ campaign is encouraging Australians to get off the highways by travelling through ‘Sloways’.
These are an alternative network of caravan-friendly roads that pass through 30 regional communities across New South Wales and Queensland, from Rockhampton to Goomera, Eltham to Port Macquarie and everywhere in between.
The campaign is supported with a film, directed by Revolver’s Dani Pearce, which aims to encourage Australians to slow down and protect the slow way of life that’s “at the heart of what makes travelling the country in a caravan so special”, according to NRMA Insurance.
Along with the film, a bespoke website showcases all the Sloways routes on offer through regional NSW and Queensland and allows caravanners to plan their itinerary for their upcoming journey.
As caravanners hit the roads over the coming months, they’ll see a vast network of Sloway billboards and signs that have been placed along coastal highways.
These aim to divert caravanners to slower roads and towns, with the campaign further supported across digital, social, radio and consumer promotions to further incentivise people to take trips and support regional communities.
NRMA Insurance Director of content and customer engagement Zara Curtis said: “What better thing for an insurer to protect? Not just our customer’s vehicles but the very way of life that surrounds it.”
“There’s a lot of communities that have been doing it tough this year, and we know that caravanners contribute roughly $4 to their local community for every $1 spent at caravan parks,” CHE Proximity’s chief creative officer, Ant White, claimed.
“What better way to help support local economies by encouraging Australians to connect with those communities and appreciate the best that this country has to offer in the process.”
Following on from the launch, Sloways will be an ongoing platform for NRMA Insurance with new routes and communities added over the coming years. Australians can plan their Sloways journey and find out more information about the campaign at nrma.com.au/sloways.
The release of yet another campaign from NRMA Insurance follows the announcement of its peculiar boardgame about ‘life risks’, created alongside CHE Proximity.
