A novel approach to drive the road safety message all the way to China has been launched in Tasmania.
Today we launched a new road safety campaign with Bridestowe Estate featuring Bobbie the Bear who is an iconic and huge figure in China our largest source of international tourists.
Images of Bobbie along with the key messages of the road safety campaign will greet tourists disembarking from both the Launceston and Hobart airports.
Tasmania’s road conditions may prove challenging to inexperienced international drivers, and warnings about wildlife, icy conditions and gravel roads all feature on the new billboards at our major airports, as well as messages about the importance of driving on the left side of the road, wearing a seatbelt, and parking the car off the road to take photos.
The safety messages will be displayed in both English and Mandarin.
Between 2010 and 2014 Road Safety Advisory Council research found that around 10 per cent of serious casualty collisions involved international and interstate tourists.
This new campaign is one element of a road safety strategy that we are implementing which targets visitors to our state.
We want everyone who visits our state to travel safely along our roads, while admiring Tasmania’s landmarks and rugged natural beauty and enjoying its fine produce and delightful experiences like Bridestowe Estate.