Tourism Victoria

Safer Driving Campaign

Tourism Victoria, in partnership with Victoria Police and the TAC, were working to identify and address accidents on Victorian tourist routes.

Overview

Victoria welcomed 2.8 million international visitors in 2017. With so many tourism hotspots around the state only accessible by road, Victoria was experiencing a rise in the number of serious road accidents involving tourist drivers. A lack of easily digestible information about Australia’s local road conditions and laws was contributing to tourists disregard of a range of basic road-rules.

Ensuring that the message could be easily understood, Fluid worked with project partners to create simple, bi-lingual campaign activations. Communications included brochures, car hangers and a range of quick snippet animations to be played in aeroplane arrival videos, vehicle rental outlets and across social media and digital channels.

Following the campaign launch and in combination with other initiatives, major tourist routes such as The Great Ocean Road and Great Alpine Road saw a 63% decrease in the number of crashes involving injury over two years.