Case Study - Transport for NSW - Old for New
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Transcript of Case Study - Transport for NSW - Old for New
Now heading into its 4th year, the Transport for NSW (Maritime) campaign
promoting Lifejacket awareness was one of JCME’s first account wins.
OLD FOR NEW LIFEJACKET UPGRADE
CASE STUDY | TRANSPORT FOR NSW
The ‘Old4New’ program is a roadshow that visits hundreds of boat ramps across NSW,
dispensing practical boating safety information and selling a range of subsidised jackets,
available at discount prices with the trade-in of old lifejackets.
JCME won the project in a competitive tender and had a very short lead time to get the show
on the road. JCME bought and fitted a van serving as a mobile retail shop, hired and trained the
campaign staff, designed and organised the display materials, created a site schedule and had
the whole show on the road in under 4 weeks.
CASE STUDY | TRANSPORT FOR NSW
FROM BRIEF TO BOATRAMP IN FOUR WEEKS
CASE STUDY | TRANSPORT FOR NSW
408 BOAT RAMPS IN 87 WEEKS
In just under 90 weeks over the span of three boating seasons, JCME’s Campaign
team engaged and educated 12,065 boaties, traded in 15,733 old lifejackets and sold
16,440 new lifejackets.
CASE STUDY | TRANSPORT FOR NSW
MARITIME’S MOST SUCCESSFUL CAMPAIGN
The response to the ‘Old4New’ campaign has been phenomenal, far exceeding TfNSW’s expectations.
Originally a 2 year contract then extended for a third year, JCME has now been contracted to an
additional two seasons. With JCME’s recommendation, the program has now expanded to target the
education of the rock fisherman on lifejacket awareness and safety.
The response to the ‘Old for New’ campaign has been phenomenal, far exceeding TfNSW expectations.
Originally a 2 year contract, JCME has now been contracted to an additional two seasons.
Quote from Neil Patchett
CASE STUDY | TRANSPORT FOR NSW
FROM PUBLIC EDUCATION TO RETAILER ENGAGEMENT
With the built trust in our expertise, TfNSW engaged JCME to develop a program
extension targeting retailers for a more-rounded reach of the campaign objective. JCME provided
a ‘Road Warrior’ that would target boat and lifejacket retailers educating them on the program and
providing them with POS collateral and tools that serve mutual objectives.
SERVICES WE PROVIDED
MOBILE RETAIL SHOP
CASE STUDY | TRANSPORT FOR NSW
CAMPAIGN STRATEGY
OUTREACH PROGRAMS
CAMPAIGN EXECUTION
GRAPHIC DESIGN & PHOTOGRAPHY