National Highway Traffic Safety Administration Launches Review

By Erik Oster 

The United States Department of Transportation’s National Highway Traffic Safety Administration (NHTSA) has launched a mandated review of its advertising account, including media buying and marketing.

MediaPost first reported the news yesterday, estimating the five-year contract’s worth at $200 million and claiming RFPs are due by October 8.


Incumbent The Tombras Group has worked on the account since 2003 and were last awarded a contract with NHTSA in 2013. That contract was reported to have a “ceiling amount of $209 million.”

The agency’s dramatic #JustDrive anti-texting PSAs earned extensive trade coverage.

The Tombras Group president Dooley Tombras confirmed that the agency is participating in the review process.

“We have been fortunate to partner with NHTSA on key roadway safety issues, from impaired and distracted driving to seat belt use, teen driving safety and more,” he said. “We’re proud of the work we’ve done and look forward to this process.”

The agency recently launched “If you feel different, you drive different. Drive high, get a DUI,” the organization’s first high driving PSA campaign.