NHTSA hires Tombras for contract worth up to $209m

WASHINGTON: The National Highway Traffic Safety Administration has awarded The Tombras Group a lucrative account to promote its safety programs.

WASHINGTON: The National Highway Traffic Safety Administration has awarded The Tombras Group a lucrative account to promote its safety programs.

Tombras was the incumbent on the account, which is worth up to $209 million over a five-year period. The contract is a two-year base agreement, with three option years.  

The firm will support national seatbelt and anti-drunk driving campaigns, as well as child-passenger safety and distracted driving programs. It will also work on initiatives on speeding and pedestrian, motorcycle, bicycle, school bus, and older driver safety programs. The firm may also develop materials that target Hispanic consumers to make them more aware of national seatbelt and alcohol campaigns.

The advertising agency will handle all earned media activities in-house. PR firm AkinsCrisp Public Strategies, social marketing shop Hispanic Communications Network, and digital agency Huge will work as subcontractors on components such as digital strategy, research, creative design, marketing, and technology.

“We want to continue to reduce fatalities,” said Alice Mathews, SVP at The Tombras Group. “Seatbelt use is at an all-time high, and impaired driving is at an all-time low. We played a small but important part in that.”

An NHTSA representative did not respond immediately to a request for comment.

In the RFP for the contract, the federal agency noted that “while highly visible enforcement activity continues to be the anchor for the national communications program, other integrated communications activity must continue throughout the year to keep the message fresh and in front of the American public.”

Edelman has a separate $13.8 million contract to build on the federal agency's vehicle safety programs. That contract is expected to go up for bid next year, Matthews said.

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