In late 2021, what originated as an online behaviour change campaign took on a whole new life when the Outback Communities Authority was awarded a $250,000 federal government grant. Sustainable tourism initiative the Aussie Travel Code was now set to launch from the social media world to a real-world presence in the form of permanent roadside signage.
Now for the tricky part - making it happen. How exactly do you install ginormous signs along some of Australia's most remote highways?
The Challenge
In 2021, the Outback Communities Authority applied for and won a $250,000 grant to install permanent Aussie Travel Code signage through the South Australian outback. As the agency marketing partner for the Flinders Ranges and Outback Tourism Committee, we were handed responsibility for executing the project.
While our team here at WOOF Media has decades of experience designing business signs for clients, overseeing the design, production and installation of highway signs which met the regulatory requirements for wind ratings, durability and road laws was a new frontier for us.
The Process
Our highest priority was to make the Aussie Travel Code's presence unmistakable and unavoidable wherever you travelled within the South Australian outback. We worked with a committee of people from the Outback Communities Authority, Regional Development Australia Far North, Flinders Ranges & Outback Tourism Marketing Committee, Arid Lands SA, and Station Stays SA, meeting fortnightly during the project period.
Our first task was to plan how to ensure efficient usage and maximum impact from the funds entrusted to us.
The initial project was to install as many large format signs as possible with the grant funds. But, we knew the process of getting highway signs approved with the appropriate government bodies and local communities would be lengthy. Plus, these signs are incredibly expensive. Each large-format sign's installation would require a crew, truck and equipment venturing out to distant outback locations. Travel costs like fuel and accommodation would stack up.
Well, there's more than one way to skin a cat.
With our creative minds at the helm, ably supported by our network, no flat surface in the outback was safe! Any structure could potentially host a sign. We worked out an approach which would leverage community connections and stakeholder support to get our signs on as many surfaces as possible.
The Solution
For large format signs, we decided to focus on just gateway locations to the South Australian outback - townships nearest to the border crossings from Northern Territory and Queensland, for example. A list of 20 locations was developed and whittled down to the 10 most high-visibility spots.
When you're ordering signs, posters, stickers etc you have two main factors to consider - how many designs you have and the quantity of each. To streamline costs, we settled on using just one design for these major signs. Our graphic designer Chelsea created a bold, eye-catching sign that's difficult to miss - even if you're scooting down the highway at 110km/h!
The highway signage used about half the budget.
For the remainder, we decided to leverage the region's widespread community and business support for the Aussie Travel Code message. Organisations that were willing to install a permanent Aussie Travel Code sign were invited to submit expressions of interest. An online form allowed them to select from any of four Aussie Travel Code sign designs.
We received an enthusiastic response. At least 46 organisations installed at least one sign on their premises, amplifying our message to a far greater degree than we'd ever expected.
To look after locations where there simply aren't many buildings to install signs on, we gave the region's progress associations the option to order ATC stencils which could be used for spray painting key messages onto concrete paths, toilet blocks and other flat surfaces.
Additionally, 30 pull-up banners were produced and placed in visitor centres and highly trafficked rest stops throughout the region. These low-cost forms of signage allowed us to maximise visibility and create awareness of the Aussie Travel Code message at a far greater scale, fulfilling our goal of efficiently leveraging every dollar that was entrusted to us with the federal grant.
WOOF Media 'get' regional and outback tourism. Through award-winning brand development (The Aussie Travel Code), the team at WOOF Media have provided our region with an amazing suite of marketing assets that now inspire, educate, and support our visitors.
Become a Partner
Thanks to a grant from Tourism Australia grant, a toolkit was developed for other regions or communities who want to adopt the Aussie Travel Code. The Code is flexible and adaptable. You are likely to be aware of the top issues brought by tourism in your area; with this toolkit you are guided in how to use the cheeky tone of voice and colourful visual assets in your own way. There's fun illustrations, a colour palette inspired by landscapes across Australia, and lots of advice on speaking to your audience in a fun and memorable way. You can even download the files needed to order stickers, banners and signs right away. Any region or community is welcome to join the Aussie Travel Code and you'll receive full access to the brand toolkit.
How can we help?
We'd love to hear about your marketing challenges and see if we could be the right fit to help you get results like these.