Sloways will be an ongoing platform for NRMA Insurance with new routes and communities added over the coming years
NRMA Insurance and CHE Proximity have launched a new campaign, ‘Sloways’, aimed at protecting the slow way of life and supporting regional communities in the process.
For caravanners, slow is a way of life. Heading out in the caravan allows them to get back to basics, back to nature, reconnect with loved ones and explore all the incredible things that communities across the country have to offer.
And it’s no longer just a pastime for ‘Grey Nomads’, research shows it’s become a cultural trend for young families too.
As unprecedented numbers of caravanners prepare to hit Aussie roads, the campaign is encouraging Australians to get off the highways and embrace all that regional communities have to offer by travelling through ‘Sloways’ - an alternative network of caravan friendly roads that pass through 30 regional communities across NSW and QLD, from Rockhampton to Goomera, Eltham to Port Macquarie and everywhere in between.
The campaign is supported with a film, directed by Revolver’s Dani Pearce, that aims to encourage Australians to slow down and protect the slow way of life that's at the heart of what makes travelling the country in a caravan so special.
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.”
Along with the film, a bespoke website showcases all the Sloways routes on offer through regional New South Wales and Queensland and allows caravanners to plan their itinerary for their upcoming journey.
As caravanners hit the roads over the coming months, they’ll see a vast network of Sloway billboards and signs that have been placed along coastal highways, diverting caravanners to slower roads and towns, with the campaign further supported across digital, social, radio and consumer promotions to further incentivise people to take trips and support regional communities.
Ant White, Chief Creative Officer at CHE Proximity added, “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. 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.”
Following on from the launch, Sloways will be an ongoing platform for NRMA Insurance with new routes and communities added over the coming years. Australians can plan their Sloways journey and find out more information about the campaign at nrma.com.au/sloways.
You can view the launch film here and find out more information about the Sloways campaign at nrma.com.au/sloways.