A4 KATOWICE-KRAKÓW HOLIDAY CAMPAIGN

A good idea for a holiday unlike any other, when we rediscover the charms of travelling around Poland? In the campaign for Stalexport Autostrady Małopolska, we suggest: automatic payment methods for travel. The creative accompanying the introduction of the #SkyCash application on the A4 Katowice-Kraków and the extension of the discount for automatic payments refers to tourist routes and destinations. The message: when planning holiday journeys, it is a good idea to install the #Autopay or #SkyCash application on your phones in advance or get an #A4Go or#Telepass on-board device – it is a simple way to save up to 30 percent on each journey.

In our communication activities, we also remind drivers that at the A4 concession gates it is best to stick to the Orange Trail, i.e. the far left lane for those who do not want to waste time queuing.

In addition to media relations activities, in the campaign we reached for proven online tools: landing pages, ads in social media and on regional portals, and Google AdWords, additionally supported by radio and outdoor spots.

Subsequent editions of campaigns communicating the advantages of automatic payment methods translate into their growing share in total transactions on the A4 Katowice-Kraków. During peak hours, payments using an application or an on-board device already constitute 35 percent.