Tombras Bows $14 Mil. Highway Safety Push

ATLANTA The Tombras Group has launched its second campaign for the U.S. Department of Transportation’s National Highway Traffic Safety Administration, a $35 million account, the agency said.

The new campaign, which began Aug. 20, is airing nationally on broadcast and cable television networks. The ads use the tagline, “You drink and drive. You lose.” The $14 million effort also includes radio and state-specific TV ads.

Knoxville, Tenn.-based Tombras, a Worldwide Partners shop, won the account in February following a review. The shop beat two other finalists for the contract, including incumbent GMMB of Washington, D.C. AkinsCrisp, a sister company of Tombras in Knoxville, is providing media training and special-event planning for the campaign.

Tombras launched its first effort for NHTSA in May, a $10 million effort promoting the use of seat belts. The ads continued the “Click it or ticket” tagline from earlier campaigns.

In addition to the two major ad campaigns this year, Tombras is creating ads that can be customized and used by each state throughout the year. The agency also is producing displays that can be used at sporting events.