Iain Cameron Executive Director Office of Road Safety Western Australia

1. International Visitors to Western Australia Road Safety Project Iain Cameron Executive Director Office of Road Safety Western Australia

2. Recommended Road Safety Strategy for WA 2007

4. Process Chart Pilot - Narrogin Aug 2006 Community Engagement Forums Geraldton Collie April 2007 Aug 2007 Albany Etc (38) Preparation and Development of options from MUARC (Modelling Scenarios) Stakeholder Forums (including Political Leaders) Discussion Paper of Draft Options for Feedback Community Forums Oct ‘07 Dec ‘07 Feedback on Options for New Strategy Stakeholder Forums Special Interest Group Forums Jan-Jul2008 Draft Strategy to Road Safety Council 7th Aug 2008 Draft Strategy to Government Second Half 2008 New Strategy Commences

5. International Visitors in the Safe system 2007

6. Identifying the Problem • In June 2005 a working group was established and included representatives from; • Office of Road Safety • Tourism WA • Western Australian Police • Fire and Emergency Services • Local Government • Main Roads 2007

7. Our Location FRANCE

12. Western Australia 2007

13. Information Known • Road crashes involving International Visitors Western Australia between 1996 – 2005 indicate: • 17 deaths (16 rural, 1 Metropolitan) < 1% of total • 117 hospitalised • 134 required medical attention • Crashes more likely to be serious • Factors include: fatigue, seatbelts and vehicles overturning 2007

14. We needed to know more • Types of crashes involving International Visitors • Visitors driving experiences • How visitors would access driving/safety information. 2007

15. Research Commissioned • Intercepts were carried out at Perth • International Airport, surveying the experiences • of those departing visitors who drove while in WA: • 102 English Speaking • 31% of people asked drove when in Perth • 75% of those who drove, hired a vehicle • One third of visitors came from a right hand drive country 2007

16. What we found • 37% of International visitors to WA sought • information about road safety and road • Conditions prior to travelling. • 46 % of visitors sought information during their trip through: • Friends and Family (most likely) • Internet • Car hire • Tourism Offices • Airport/In-flight (least likely) 2007

17. Crash data information • 90% of serious injuries occurred in regional areas • Older than the general population • 71% involved in serious crash were from right hand side driving countries • Significant amount of serious crashes on unsealed roads • 55% crashes in high speed zones (110 km/h)

18. Communications Campaign • A communication strategy was developed • to address International visitors to WA, with • the priority areas of communication focus being: • Web site • In flight video • Airport Billboard • Brochures 2007

19. Web Site 2007

20. In-Flight Video

21. Airport Billboard 2007

22. Brochure 2007

23. Where to from here? Web site optimised for natural search Search engine marketing Editorial content and online development Trip planners Online partnerships Maintain car hire and airline partnerships

24. Thank You And Questions 2007