The Road Safety Authority (RSA) is running an impactful road safety intervention at Dublin Airport, as part of its annual Tourism Campaign. Taking over the SkyBridge, the pedestrian walkway in Terminal 1, the dual focus campaign reminds tourists to drive on the left and mind their speed.
The campaign focuses on educating visitors as well as domestic air passengers on the vital importance of road safety. The driving on the left creative features adverts inspired by the Irish flag.
There are almost 100,000 kilometres of roads in Ireland. These roads range from motorways to narrow single lane rural roads. Driving safely is of paramount concern for everyone and, in particular, during the summer months when we share the road with visitors from around the world.
Summertime is busy at Dublin Airport and it is an important location to target both international and local motorists. The RSA developed these impactful creatives to be thought-provoking, and as important reminders for motorists. The SkyBridge delivers maximum impact.
The SkyBridge installation comprises 12 screens. Six are dedicated to the “keep left” message, and the other six are divided between the recent change in rural roads speed limit from 80 km/h to 60 km/h and advice re speeding on rural roads.
The Tourism Campaign also includes digital search, a partnership with car rental companies (using QR codes for road safety advice in different languages) and baggage carousels in ports and airports throughout the country.
