CONTACT-FREE PASSAGE THROUGH GATES

Communicating what is safe for health has become particularly important in recent weeks. Together with the concessionaire of the A4 Katowice-Krakow motorway, we have prepared the next edition of the campaign promoting automatic payment methods. In the new creation, we pay attention to the fact that they enable contactless payment of tolls. Drivers who pay automatically minimise the risk of contracting coronavirus infection and save up to 30% at each gate.

The starting point of the campaign, which has been carried out for several months now, was the introduction of lower rates for users of the Autopay application as well as A4Go and Telepass electronic toll collection by the concessionaire of the A4 Katowice-Kraków motorway in January this year. The widely communicated possibility of paying the same amount for tolls as 10 years ago, as well as the emphasis on the speed and convenience of automatic payments in the previous communications, resulted in an increase in their share in total transactions from 18% to over 30% a week.

The combined total reach of all campaign tools and channels has so far exceeded 40 million recipients. Apart from standard media relations activities, such as a press conference and current cooperation with the media, we have created a website, produced video spots, conducted a radio campaign, a campaign in Google AdWords as well as promotion in social media, industrial media and regional portals. We have also created outdoor and ambient advertising at toll plazas and at the airport in Balice. Over the next weeks, we will continue our PR and advertising activities on the Internet.

For our client, Stalexport Autostrada Małopolska, apart from advocating and running a press office, we have been conducting promotional and social campaigns for years.