As part of our services to the Irish Tyre Industry Association, Shellcove has successfully managed the associations annual flagship Road Safety Week Campaign. The campaign is launched each year, usually around late September/ early October, in collaboration with the Road Safety Authority (RSA) and An Garda Síochána with the aim of generating awareness around road safety in Ireland. From 2018 – 2024 the campaign has grown significantly with increased reach and engagement amongst the public and increased satisfaction amongst stakeholders.
The Task
The importance of Road Safety in Ireland is something that is strongly highlighted throughout the year by government departments and many interested organizations. The ITIA has always stressed the importance of road safety all year round, but especially during the winter periods, and have been continuously supported by the RSA and An Garda Síochána. The ITIA and it’s members were invited once again to join the Road Safety Week Campaign, particularly engaging in promoting the importance of regular tyre maintenance and examination.
Our team were tasked with developing an integrated multi channel campaign for the ITIA and its members. The association expressed the need for the campaign to promote the importance of regular tyre maintenance on vehicles, promote the efforts of RSA and An Garda Síochána, engage ITIA members, promote their expertise and increase traffic to their member businesses.
The Solution
After careful market research and campaign planning, Shellcove designed an integrated communications plan meeting the client brief, incorporating radio, digital, website design, video production and print.
By accurately developing a target audience for the campaign our team were able to build the 2020 brand from the ground up, creating brand assets such as social media graphics and content calendars, website banners, display and print ads, email signatures for members and stakeholders, and campaign posters and flyers. ITIA members and stakeholders were provided with the assets prior to the campaign launch so they could support with ease.
Shellcove produced the hero and launch video for the Road Safety Week Campaign which was filmed over two days and featured advice from an expert ITIA member and interviews from An Garda Síochána and the RSA as they conducted a live roadside tyre check. The video was used to launch the campaign on social media and was widely shared by ITIA members and the general public.
Services Delivered
- Market research
- Campaign planning and design
- Asset development
- Video production
- Print design
- PR
- Stakeholder management
- Social media management
- Campaign reporting
- Member engagement and support
- National Radio Ad Campaign
- Membership promotional materials
The Result
The campaign was an outstanding success, outperforming previous years across digital and media reach. The campaigns also showed an increase of ITIA members actively supporting the campaign through their own social media channels and business initiatives. Plans for the 2025 campaign are currently in development.
