Problem: Lots of tourists get in road accidents every year

Insight: Tourists think they know the road

Strategy: Tell people the roads in Cornwall are different

Over 40 million tourists came to Cornwall in 2018 and more are expected with each passing year.

This creates an issue as most of them have no idea how to drive on the country roads since they have only ever driven in Citys, adding to how 59% of all fatalities happen on country roads every year. 

This will be placed in service stations all the way down to Cornwall as well as throughout Cornwall service stations.

A sponsored ad on TripAdvisor for people that look up Cornwall.

Before anyone can drive into Cornwall via Plymouth they have to go through the Tollbooth (40,000 vehicles use it daily).

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This will be something given at the Tollbooth that you can hang under your inside car mirror.

The lorries targeted for this will be ones that mainly operate up and down the A30.

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