Background:
In recent years, the new road system in Haifa and its surroundings created a need for many drivers to make use of the Carmel Tunnels which operate as a tollway. The new connection from Highway No. 22 created a marketing opportunity to publicize the advantages of the Carmel Tunnels for potential users who have previously preferred to take alternate routes.

Our Solution:
The campaign strategy was to get the drivers while driving, to come as close as possible to the decision point. For this purpose we used a simple and creative tool that directs the drivers to the fastest and clearest route, namely, The Carmel Tunnels. In conjunction, there were increased media efforts geared towards drives such as, radio broadcasts and marketing content, outdoor advertising, a landing page, mobile advertising, toll booth signs and so on.