Hitting the road for safe driving campaign

In 2018 Vision Express invested in a state-of-the-art ‘Vision Van’ and enlisted the support of The Tonic to deliver a year-long safe driving campaign

The Tonic worked in partnership with the Road Haulage Association, managing logistics as the HGV traveled the length and breadth of the UK to raise awareness of the importance of regular eye tests.

The results:

With an embedded team to deliver the PR and events strategy, The Tonic team visited over 45 locations.

Pre-event preparations included:

  • liaising with local councils for access and permits
  • pre-promoting the roadshow to encourage footfall
  • developing social media content
  • sourcing case studies
  • handling staffing and operations.

The Vision Van was stationed at key cities around the country plus lifestyle and motoring events. These included the CV Show 2018 at the NEC Birmingham, This Morning Live, CarFest North and South, Truckfest, and Goodwood Festival of Speed. Its journey covered over 9,400 miles, conducting over 1,300 free eye tests.

Results of the safe driving campaign included a press coverage reach of over four million consumers with a total value (AVE) of over £1.3 million.

In addition to inviting media and passers-by on to the Vision Van, The Tonic invited celebrity/ VIP guests for a free eye test. We hosted members from Status Quo and The Proclaimers, MasterChef presenters Angellica Bell and Jack Layer, BBC Breakfast’s Dan Walker and British Race Car Champion Tom Ingram, who all tweeted their experiences.

Read more about our track record in the travel and transport industry here.

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