WestConnex connects with road users

With the opening of the first major section of Sydney’s WestConnex project, the Sydney Motorway Corporation asked Maverick to increase E-way account sign-ups and usage and showcase the benefits of the M4 widening and the continuing WestConnex infrastructure project.

We created and implemented a fully integrated communications campaign executed in two phases. The first ‘Get Ready…Go’ and the second, ‘New M4. The Fastest Route’, were both rolled out through social and digital channels in addition to comms distributed through Service NSW centres. Targeted creative leveraged WestConnex sponsorships of Wests Tigers and GWS Giants, while Western Sydney’s distinctive cultural identity and diversity was also recognised with Arabic, Mandarin and Korean executions.

The campaign had a social reach of 400,000, delivering 300,000 website impressions. Road usage and E-way toll targets were hit within two weeks of launch.

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