Together with ASFINAG, the creative agency Wien Nord Serviceplan developed a striking information campaign for the comprehensive tunnel renovation along the A10.

Salzburg - A total of 5 tunnels need to be completely renovated on a 14-kilometer section of the A10 between Golling and Werfen. This will inevitably cause delays in the renewal period from September 2023 to June 2025 and will affect many commuters, residents and tourists. However, these tunnel renovations are necessary in order to continue to guarantee the highest safety standards in Austria's tunnels.

The campaign is displayed over several phases on ASFINAG posters along the highway and in the affected villages along the route section and is intended to draw attention to the upcoming renewal as strikingly as possible. Additional advertising material, from radio and print ads to online banners, will inform those affected about the exact timing of the renovation and show why it is necessary right now.

"It's clear that we can't expect applause for a construction site. However, our aim as a mobility partner is to create acceptance. Informing all stakeholders comprehensively, transparently and in good time is therefore our clear campaign objective. The aim is to achieve the greatest possible understanding for an unpleasant measure among the people of Salzburg," explains Petra Mödlhammer-Prantner, Head of Marketing and Communication at ASFINAG.

"Our biggest challenge in communication is always to reduce complex content to a highway poster in such a way that road users understand it as they drive past and our message really sticks. And we believe that we have succeeded in this case," adds Markus Mazuran, Managing Director of Wien Nord Serviceplan.

In order to mitigate restrictions and delays during the construction phases and minimize the impact on commuters and schoolchildren in particular, ASFINAG has put together a package of measures to expand public transport and make it more attractive together with its mobility partners, the province of Salzburg, the Salzburg Transport Association and ÖBB.

The campaign is also linked to a large survey in which the population is involved in the best possible way. After all, their worries and concerns are understandable and are taken seriously. The most important questions and answers are summarized below, published on various advertising materials and collected on a landing page.

You can find more information on the A10 tunnel renewal at

www.asfinag.at/a10