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Content Marketing

Highways England scoops top advertising and marketing award


The ‘Distressed’ marketing campaign units out to help bikers recognize what should happen in the event that they experience within the incorrect garb. It functions a fashion variety, and price tags, which, in preference to displaying the value of the apparel, display quite a number serious injuries a biker ought to suffer if they’re not carrying the proper tools.

Early findings display the campaign is having a wonderful effect, and now it has scooped the ‘Best Content Marketing Campaign’ award at the Chartered Institute of Marketing’s (CIM) Marketing Excellence Awards 2019.

Peter Allen, Highways England’s Executive Director of Corporate Affairs and Communications, said:

Bikers are most of the most susceptible on the street – this campaign is all about assisting them be more secure.

The intellectual and physical cost of no longer carrying the appropriate motorcycle garb can be far greater than the monetary fee, so we desired to pressure how critical it’s far for our younger riders to really understand the want to be organized, and to usually put on the proper clothing.

I’m proud the marketing campaign has been recognised, and continues to seize the imaginations of partner organizations and younger people throughout England.

As a part of the campaign, a pop-up save changed into opened in East London, with the ‘distressed’ garb range. ‘Customers’ were filmed – together with their reactions when they realised what the fee labels noted. The movie was then used as content for the campaign, along with mock fashion pics featured on poster sites near to twist of fate hotspots. The ‘Distressed’ garb variety is still being used to sell motorbike protection at activities across England.


The ‘Distressed’ campaign forms a part of Highways England’s goal to reduce the quantity of people killed or critically injured throughout the network by 40% via 2020.

A survey after the marketing campaign of the target market – young motorbike and moped riders – had effective consequences. It showed:

an increase of extra than 3-quarters in the wide variety of younger riders who said they had been more likely to put on protecting apparel
a 70% increase in younger rider riders being more likely to check traffic greater very well at junctions and roundabouts and within the way they filtered through visitors
a 6% increase in younger riders announcing that they might put on protecting garb.
The marketing campaign also directed motorcycle riders to the Think! Website for further advice and facts. This saw a 340% upward thrust in particular page perspectives as compared to the identical duration in the year earlier than the marketing campaign ran.

Chris Daly, chief executive of CIM, stated of the awards:

The competition this year become so sturdy that to be taken into consideration as a finalist for one of the awards available meant showcasing awesome skills, innovation and an ability to make a actual distinction and supply tangible consequences.

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