NRMA Insurance protects caravanners and the slow way of life via CHE Proximity

11 November 2020

Advertiser: NRMA
Creative Agency: CHE Proximity

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The campaign is encouraging Australians to get off the highways and embrace all that regional communities have to offer by travelling through ‘Sloways'.

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.

“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," NRMA Insurance director of content and customer engagement Zara Curtis says.

"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.

"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," CHE Proximity chief creative officer Ant White says.

"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


CHE Proximity
Ant White, Chief Creative Officer
Holly Alexander, Director, Strategic Production
Gavin Chimes, Creative Director
Ashley Wilding, Creative Director
Daniel Davison, Creative Director
Fee Millist, Senior Copywriter
Rebecca Duggan, Senior Art Director
Darren Cole, Head of Design
Reece Lawson, Digital Design Lead
Michael McGregor, Designer

David Halter, Chief Strategy Officer
Nick Andrews, Head of Strategy

Anna Boucaut, Technology Project Manager

Client Services
Chris Howatson, Group CEO
Shane Holmes, Group Account Director
Tyson Mahon, Senior Account Director
Charles Todhunter, Senior Account Manager

Brent Smart CMO
Zara Curtis Director of Content & Customer Engagement
Sally Kiernan Director, Brand
Caroline Hugall Group Brand Strategy Director
Luke Farrell Director of Marketing Operations
Anna Bohler Personalisation Lead
Anna Jackson Brand Strategy Lead
Annabel Brusasco Personalisation Marketing Specialist
& all of IAG Marketing Team

Brand Film Production
Revolver, Production Company
Dani Pearce, Director
Michael Ritchie, Managing Director/Co Owner
Pip Smart, Executive Producer/Partner
Sarah Nichols, Producer
Lachlan Milne, Director of Photography
Simon Morgan, Art Director
Heliguy, Drone Operator
Heckler Post Production
Bonnie Law, Executive Producer
Andrew Holmes, Senior Editor
Olivier Fontenay, Colourist
Brad Smith, Senior Flame Artist

Content & Photography Production
Chris Searle, Photographer/Director
Maree Mitchell, Producer
Sam Brumby, Director of Photography
Oliver Black, Assistant

Media Agency: Mindshare

Public Relations Agency: Thinkerbell

Music & Sound: Rumble Studios

Executive Producer: Michael Gie

Composer: Jeremy Richmond

Sound Designer: Liam Annert

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