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Regional Australia relies on caravan tourism to survive, with highways diverting travellers away from struggling towns. Bushfires, droughts, and floods made matters worse. The challenge wasn't just selling insurance—it was addressing a rural crisis while connecting NRMA's brand promise of "Help" to meaningful action.
We created a 1,400km network of road signs and routes specifically designed to divert caravanners to over 30 struggling towns. Rather than simply marketing insurance products, we repositioned NRMA as the champion of slow travel, encouraging Australians to embrace the journey, not just the destination. By making "taking it easy" both aspirational and beneficial, we transformed caravan insurance into a movement supporting Australia's heartland.
We developed a physical infrastructure of distinctive road signs that guided travellers off highways toward struggling towns, adopting familiar road signage design language to create immediate trust with drivers. This was supported by a comprehensive digital ecosystem where journeys could be planned online and integrated into maps. Cash cards and prizes encouraged caravanners to spend at local businesses along the routes. Film and social content captured the authentic charm of slow travel, inspiring Australians to "hit the road, slowly."
