Case Study - Transport for NSW - Old for New

Now heading into its 4th year, the Transport for NSW (Maritime) campaign

promoting Lifejacket awareness was one of JCME’s first account wins.

OLD FOR NEW LIFEJACKET UPGRADE

CASE STUDY | TRANSPORT FOR NSW

The ‘Old4New’ program is a roadshow that visits hundreds of boat ramps across NSW,

dispensing practical boating safety information and selling a range of subsidised jackets,

available at discount prices with the trade-in of old lifejackets.

JCME won the project in a competitive tender and had a very short lead time to get the show

on the road. JCME bought and fitted a van serving as a mobile retail shop, hired and trained the

campaign staff, designed and organised the display materials, created a site schedule and had

the whole show on the road in under 4 weeks.


FROM BRIEF TO BOATRAMP IN FOUR WEEKS


408 BOAT RAMPS IN 87 WEEKS

In just under 90 weeks over the span of three boating seasons, JCME’s Campaign

team engaged and educated 12,065 boaties, traded in 15,733 old lifejackets and sold

16,440 new lifejackets.


MARITIME’S MOST SUCCESSFUL CAMPAIGN

The response to the ‘Old4New’ campaign has been phenomenal, far exceeding TfNSW’s expectations.

Originally a 2 year contract then extended for a third year, JCME has now been contracted to an

additional two seasons. With JCME’s recommendation, the program has now expanded to target the

education of the rock fisherman on lifejacket awareness and safety.

The response to the ‘Old for New’ campaign has been phenomenal, far exceeding TfNSW expectations.

Originally a 2 year contract, JCME has now been contracted to an additional two seasons.

Quote from Neil Patchett


FROM PUBLIC EDUCATION TO RETAILER ENGAGEMENT

With the built trust in our expertise, TfNSW engaged JCME to develop a program

extension targeting retailers for a more-rounded reach of the campaign objective. JCME provided

a ‘Road Warrior’ that would target boat and lifejacket retailers educating them on the program and

providing them with POS collateral and tools that serve mutual objectives.

SERVICES WE PROVIDED

MOBILE RETAIL SHOP


CAMPAIGN STRATEGY

OUTREACH PROGRAMS

CAMPAIGN EXECUTION

GRAPHIC DESIGN & PHOTOGRAPHY

Marketing

Case Study - Transport for NSW - Old for New