NRMA Launches Caravanning Campaign Via CHEP, And It’s Not Just For Grey Nomads

NRMA Launches Caravanning Campaign Via CHEP, And It’s Not Just For Grey Nomads
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



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.

Please login with linkedin to comment

CHE Proximity CHEP NRMA Insurance Sloways

Latest News

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]