NSW Government / Transport for NSW /
Are You Boat Ready?
Boats are part of the great Australian Lifestyle, but boaters are known to be causal about authority. For years, TfNSW has been doing its best to keep Aussie boaters in the water, and out of danger, but they knew they needed a standout advertising partner to connect to their Aussie audience, and make sure that NSW boaters are always boat ready.
THE WHY
While we know water safety is serious, how you get people to embrace boat safety doesn’t have to be. The campaign was designed to remind people of all the things to be aware of before heading out for a beautiful day on the water, but in a colloquial, humorous, familiar and relatable fashion. The message was designed to be pervasive and found where our audience lived, incorporating touch points from digital and social, to more traditional local print, and outdoor media.
THE WHAT
After years of partnership, we once again helped Transport for NSW deliver another successful campaign. ‘Are You Boat Ready’ not only generated fantastic results for TfNSW, but has also helped keep NSW boaters safe and prepared for their time out on the water – a key measure of success for the business.
THE WOW