Road Safety Commission takes a Mammoth Road Trip to deliver fatigue message over Easter

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A concept initiated by WIN Television for the Road Safety Commission - the Mammoth Road Trip - will hit the road this Easter.

Evoke Media's MammothAd will travel to major south-west towns as far as Margaret River and back to Perth with stops along the way. News coverage will appear on WIN's All Australian News and be supplied to Network Ten for its 5pm bulletin. The campaign also includes advertising on the HitFM radio network in regional WA.

The concept was presented via Paul Clout at RSC media agency Carat, who said it represented a great opportunity for the Commission to mirror the pseudo-migration of Perth residents to the popular south-west region over Easter. 
"The Mammoth Road trip will communicate safety messages along the way and in the area - all in a more engaging manner than with purely traditional approaches that are limited in their ability to reach drivers in the moment," said Clout.

"By teaming up with respected media outlets WIN TV, Evoke and Hit FM, we have been able to ensure this message reaches a broad audience and with third party advocacy too. Holiday trips are well known to be a dangerous time on our roads, particularly with people putting in long drives on less familiar roads, and so we are focusing on the issue of fatigue - the trip allows us to showcase great opportunities to break up long journeys and keep people refreshed."

WIN's Rob Korda said: "Working closely with Paul at Carat and partnering with Evoke and Hit FM has been paramount to getting this concept off the ground. Together we have been able to provide the Road Safety Commission a unique campaign to deliver their message to the south-west of the state over the Easter long weekend."

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