The Maine Turnpike’s New Campaign Features Safety Messages from Turnpike Employees “In Their Own Words”

PORTLAND, ME (July 12, 2007) — In an annual poll of Maine drivers, the Maine Turnpike Authority asks what safety concerns they should address through their ongoing public information program. Consistently expressed among drivers’ top concerns are speeding and driver inattention. So, Swardlick Marketing Group has developed and produced a new set of television messages for the Turnpike that address these safety issues in a unique way Ð actual Turnpike employees express their care and concern in their own words.

Manager of Public Affairs for the Maine Turnpike, Daniel Paradee stated, “When we first started thinking about this new campaign, I was really interested in finding a way for people to hear how our employees really do care about the people who drive on the Turnpike. So we worked with Swardlick Marketing Group to find a way to do that.”

Swardlick’s Group Creative Director, Paul Bonneau developed the approach. “It had to be authentic; it had to be natural and reveal something about who the employees are as people” said Bonneau. “We took almost a documentary style of shooting the spots, and by capturing the employees in their actual day-to-day work environment, we were able to get their character to come through.”

As a Turnpike Toll-Collector, Diane Frederickson is in a unique position to see many of the things drivers do that have the potential to distract them from their driving. With a blush and a laugh, she admits to seeing some things that she says she should not even describe. But beneath the light-hearted comment is a serious concern about drivers not paying attention. And it is those comments that make a compelling message to drivers.

Similarly, Turnpike Highway Maintenance Foreman Bill Thompson and his crews have been working around Turnpike traffic every day for years. On camera, Bill shares his impression that people today are much more rushed, and driving faster and perhaps even more aggressively. His advice is “Take an extra few” minutes to allow time to slow down.

The new spots continue the Turnpike’s “Thinking Ahead” theme and tag line, encouraging drivers to do their part in making the road safe for everyone.