Devon & Cornwall Police
Campaign Line: Forget City Driving Problem: Lots of tourists get in road accidents every year. Insight: Tourists think they know the road. Strategy: Tell people the roads in Cornwall are different.
Over 40 million tourists came to Cornwall in 2018 and more are expected with each passing year.
Most of whom drive and have no idea how to on the country roads, adding to how 59% of all fatalities happen on country roads every year.
3 OOH Animated Billboards
People come down to Cornwall for the mystery of the countryside, not to be told they will die if they try to drive.
Placed in service stations all the way down to Cornwall, as well as throughout Cornish too.
They will be animated with the trees going past and the pixies and fairies moveing to make it seem like the forest is alive.
Sponsered TripAdvisor Advert
Anyone that looks up Cornwall in Tripadvisor will get this sponsored post come up.
The Plymouth gate Tollbooth
There is 40,000 vehicles that use it daily.
This card will be given to anyone not in a company vehicle. It will smell of Cornish woods and the sea.
3 Prints on The Back of Lorries
The lorries used will operate up and down the A30.
