Project objectives and outcomes
Following a multicultural advertising campaign to raise awareness of upcoming road works on the M80, LOTE Marketing was enlisted by VicRoads to undertake research to test its effectiveness within the target audience. Selecting participants from Arabic, Greek, Italian, Turkish and Vietnamese communities, group members were asked a series of questions to determine their awareness and recall of the campaign.
75% of participants were confident with the new road changes
The results indicated a strong recall, and at the conclusion of the research project, Vicroads felt confident that they had minimised any potential confusion with lane choice when using the new road for the first time.
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