TAC unveils concert-driven regional Victoria campaign via Bolster

The Transport Accident Commission (TAC) has teamed up with Bolster for the Small Town Big Sound campaign which will see several Aussie bands perform shows across regional Victoria.

The campaign is the latest for TAC’s Vanessa, with Small Town Big Sound set to push Vanessa’s ‘pre-think before pre-drinks’ message to young drivers across the state.

Alice Skye, Amyl + The Sniffers, Bad//Dreems, Birdz, Camp Cope, Elizabeth, Floodlights, Harmony Bryne and Kee’anh will play shows across Barwon South West, Mornington, The Grampions, Gippsland and more.

The Vanessa crew will be at every gig doing free breath tests and encouraging all attendees to plan a safe trip home.

Outside of the concerts, Small Town Big Sound will visit high schools in each region to host music workshops featuring the participating artists.

TAC senior manager, engagement, Meg Jacobs, said the partnership with Bolster will allow Tac to better target young people in regional Victoria.

“Vanessa is committed to arming young people with the tools to make safe road decisions, and to embrace a culture of looking out for our mates.

“Partnering with Bolster on the Small Town Big Sound tour allows us to engage directly with younger people in regional Victoria and, most importantly, help everyone make good choices and get home from each gig safely.”

Bolster is rolling out creative and digital assets, and also curated the Small Town Big Sound concert lineup.

The event will come to life through Bolster’s experiential/commercial rights agency Aeroplane.

Bolster Group’s managing director, James Clarke, added: “We are super excited to launch this new regional tour with the TAC’s Vanessa program to provide an experience to those who have limited access, and are some of the most at risk groups on Victorian roads.

“Music has been the through line of our long-standing partnership with the TAC and we can’t wait to get on the road and bring this show to life.”

Bolster’s partnership with TAC’s Vanessa program has previously seen Bolster launch Vanessenger, a custom bot designed to deliver road safety messaging through Facebook Messenger.

During lockdown, Bolster also curated an iso concert series called Going The Distance, featuring Alex Dyson, Cub Sport, and Alex Lahey.


Agency: Bolster
Managing Director: James Clarke
Art Director: Niko Pirounakis
Project Manager: Hannah Tobin
Illustrator: Cassie Stevens
Partnerships Manager: Coryn Jones
Digital Campaign Manager: Kate Willis
Social Media Manager: Bec Anderson
Programming: Jack Parsons


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