Marketing road safety

Greg Harper & Ian Forsyth

1994 was the year in which the economy improved significantly and spending grew. This led many commentators to predict that, with a more vibrant economy and more kilometres driven, the road toll would inevitably increase.

Marketing Road Safety

Greg Harper andIan Forsyth

1. INTRODUCTION

In 1991, the 1990 TAG Road Safety campaign was judged the outrightwinner of the inaugural MA Effectiveness Awards.

In 1993, the continued effective management of this communication strategy was again judged best in its category

The reason we are entering this campaign a third time is based on the fact that we have not only sustained the relevance and impact of this campaign, we have improved the effectiveness beyond the record level achieved in 1992.

1994 was a year in which the economy improved significantly, and consumer confidence...

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