NRMA asks caravans to take the ‘Sloways’ in support regional communities

Ahead of caravans hitting the road for the summer holidays, NRMA is asking holiday makers to consider taking the ‘slow way’ on their journeys in order to support rural towns and businesses.

NRMA is expecting ‘unprecedented numbers of caravanners’ setting off on trips this summer, with research from the Caravan Industry Association of Australia showing more young families are picking up on the method of travel alongside the traditional ‘grey nomads’.

The campaign, from CHE Proximity, encourages Australians to slow down and appreciate the quieter things in life. The ‘Sloways’ are a network of caravan friendly roads that pass through 30 regional communities across NSW and QLD. A bespoke website showcases all the Sloways routes on offer, helping caravanners plan their itineraries.

The Sloways billboards directing caravanners

A network of Sloways billboards is also appearing across coastal highways, directing caravanners to the slower roads.

NRMA Insurance director of content and customer engagement, Zara Curtis, said: “We’re always rushing in life but when you take the time to slow down in a caravan, you fall in love all over again: with nature, time, the road and the people closest to you. What better thing for an insurer to protect? Not just our customer’s vehicles but the very way of life that surrounds it.”

Launching the campaign is a film that takes inspiration from the slow TV trend, directed by Revolver’s Dani Pearce.

CHE Proximity’s chief creative officer, Ant White, noted the economic impact caravanners have on domestic tourism in regional and rural areas.

“There’s a lot of communities that have been doing it tough this year, and we know that caravanners contribute roughly $4 to their local community for every $1 spent at caravan parks,” he said.

“What better way to help support local economies by encouraging Australians to connect with those communities and appreciate the best that this country has to offer in the process.”

Sloways will be an ongoing platform for NRMA Insurance, with new routes and communities to be added in the coming years. The campaign is being supported on radio, digital, social and through consumer promotions.

Sloways comes in the same week that NRMA launched an board game, Help!, that takes inspiration from Australia’s weather events and natural disasters to teach people about insurance.

Board game, Help!, is available online and in Kmart stores.


Ant White, Chief Creative Officer
Holly Alexander, Director, Strategic Production
Gavin Chimes, Creative Director
Ashley Wilding, Creative Director
Daniel Davison, Creative Director
Fee Millist, Senior Copywriter
Rebecca Duggan, Senior Art Director
Darren Cole, Head of Design
Reece Lawson, Digital Design Lead
Michael McGregor, Designer

David Halter, Chief Strategy Officer
Nick Andrews, Head of Strategy

Anna Boucaut, Technology Project Manager

Client Services
Chris Howatson, Group CEO
Shane Holmes, Group Account Director
Tyson Mahon, Senior Account Director
Charles Todhunter, Senior Account Manager

Brent Smart CMO
Zara Curtis Director of Content & Customer Engagement
Sally Kiernan Director, Brand
Caroline Hugall Group Brand Strategy Director
Luke Farrell Director of Marketing Operations
Anna Bohler Personalisation Lead
Anna Jackson Brand Strategy Lead
Annabel Brusasco Personalisation Marketing Specialist
& all of IAG Marketing Team

Brand Film Production

Revolver, Production Company
Dani Pearce, Director
Michael Ritchie, Managing Director/Co Owner
Pip Smart, Executive Producer/Partner
Sarah Nichols, Producer
Lachlan Milne, Director of Photography
Simon Morgan, Art Director
Heliguy, Drone Operator

Heckler Post Production
Bonnie Law, Executive Producer
Andrew Holmes, Senior Editor
Olivier Fontenay, Colourist
Brad Smith, Senior Flame Artist

Content & Photography Production
Chris Searle, Photographer/Director
Maree Mitchell, Producer
Sam Brumby, Director of Photography
Oliver Black, Assistant

Music & Sound: Rumble Studios
Executive Producer: Michael Gie
Composer: Jeremy Richmond
Sound Designer: Liam Annert

Media Agency: Mindshare

Public Relations Agency: Thinkerbell


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