The Courier-Mail and NRMA Insurance Help Our Highway
2025 Finalist
Media associated with this campaign
Overview of this campaign
Why did News Corp Australia do the campaign?
News Corp Australia’s advocacy campaigns aim to deliver impactful outcomes for both Australian communities and the brands they partner with. NRMA Insurance stands for ‘Help’ and was seeking new ways to represent and demonstrate this brand promise to Queenslanders, beyond traditional advertising.NRMA Insurance sought a media partner capable of connecting with Queenslanders in a meaningful way.
Given News Corp Australia’s extensive footprint, reaching 9 out of 10 Queenslanders, it was uniquely positioned to understand what mattered most to the community. Combined with NRMA Insurance’s own claims data, the deteriorating state of the Bruce Highway emerged as a critical shared concern. Spanning 1,670km from Brisbane to Cairns, the highway was infamous for its high death toll, dangerous black spots, frequent flooding, and closures. As a vital corridor for freight, tourism, and local communities, this not only claimed lives but also disrupted commerce and divided Queenslanders.
What was the idea or solution?
News Corp Australia collaborated with NRMA Insurance to launch the Help Our Highway campaign—an advocacy initiative aimed at making the Bruce Highway a priority for government action. The campaign leveraged the influence of Queensland’s leading mastheads, including The Courier-Mail, The Sunday Mail, and regional outlets such as Gold Coast Bulletin and Cairns Post. By combining editorial content, paid media, and targeted storytelling, the campaign amplified the voices of Queenslanders and emphasised The Courier Mail and NRMA Insurance’s commitment to the state.
How did we execute it?
The campaign launched on April 17, 2024, with an unprecedented statewide editorial blitz, featuring coordinated front-page stories across all Queensland mastheads. It was bolstered by consumer survey insights, multi-platform coverage, and creative NRMA Insurance advertising formats. The campaign and insights from NRMA Insurance research attracted extensive media attention beyond News Corp Australia mastheads generating PR coverage on national television and talkback radio. This powerful combination rallied public support, reinforced NRMA Insurance’s local relevance, and ultimately achieved impactful outcomes.
Results for this campaign
Societal and Community Results:
The 3 phase Help Our Highway campaign was a driving force which delivered an immediate and lasting impact for Queenslanders.
During phase one, the campaign acknowledged the federal government’s commitment to creating Australia's first National Road Safety Data Hub, along with a $21 million investment - a milestone that had taken more than a decade to land.
By May 2024, the campaign celebrated another landmark: an additional $467 million pledged in the federal budget and a $1 billion commitment over five years to enhance safety and capacity on the Bruce Highway.
This January 2025, the ultimate milestone was reached. In an election pledge, the federal government and opposition announced a $7.2 billion investment to ensure every kilometre of the Bruce Highway meets safety standards—the largest road safety investment in Queensland’s history.
NRMA Insurance Campaign Results:
The campaign achieved remarkable results. In its debut week, Help Our Highway delivered 68.2 million media impressions, including widespread national PR from competitor media outlets including Seven’s Sunrise and Nine’s Today Show. Phase one alone saw 33 editorial articles and 27 social media posts from News Corp Australia titles to amplify the message statewide.
NRMA Insurance Brand Lift Results:
The campaign delivered significant brand lift for NRMA Insurance. Ad awareness rose by +13 points, brand preference increased by +7 points, with purchase intent +3 points according to an On Device Research Cross-Channel Media Brand Impact Study. A Kantar Content Uplift study also highlighted significant improvements in brand sentiment, with 79% of Queenslanders finding the campaign relevant to local needs. Perceptions of NRMA Insurance also shifted dramatically, with 78% feeling positively toward the brand. Key attributes such as "Understands the needs of Queensland drivers" rose by +8 points, and "Is a brand for Queenslanders" increased by +6 points.
In just three months, this campaign accomplished what a traditional campaign would deliver for a brand in a year. Proving to Queenslanders that NRMA Insurance isn’t just an insurer – it’s a Help Company.