National Highways Appoints Elvis as Lead Creative Agency

National Highways has appointed creative agency Elvis as its new lead agency following a competitive pitch process.

The government-owned organisation, which is responsible for operating, maintaining and improving more than 4,500 miles of England’s motorways and major A roads, runs national marketing campaigns aimed at encouraging safer behaviour among road users.

These campaigns focus on long-term behaviour change to improve safety and confidence across the Strategic Road Network. One example is the Safe TRIP campaign, which reminds drivers to carry out key safety checks before setting off on longer journeys.

Elvis secured the contract after a competitive selection process, taking over the account from FCB Inferno, which previously held the business.

First Campaign to Target Motorcyclists

The first campaign under the new partnership will focus on BikerTek, a road safety initiative aimed at motorcyclists. The campaign is expected to launch in early April and will encourage riders to adopt safer behaviours and improve awareness on the road.

Major Win for Relaunched Agency

The appointment marks the first significant new business win for Elvis since the agency relaunched earlier in February 2026.

The contract also strengthens Elvis’s portfolio of government clients, which already includes organisations such as the Royal Air Force, the Royal Navy and the Ministry of Justice.

Focus on Behaviour Change

Alison Holliday, Head of Marketing and Events at National Highways, said the agency demonstrated a strong understanding of the organisation’s mission to create campaigns that make a genuine difference to road safety.

She explained that Elvis’s approach aligned closely with National Highways’ values and its ongoing commitment to reducing harm across England’s strategic road network. Holliday added that the organisation is looking forward to working with the agency to deliver campaigns that build public confidence and ultimately help save lives.

Creating Campaigns That Capture Attention

Matt Rhodes, Chief Strategy Officer at Elvis, said National Highways is the type of organisation the agency was designed to work with.

He highlighted the importance of ensuring safety messaging stands out to audiences who are often used to ignoring traditional advertising. According to Rhodes, effective campaigns must capture attention and create meaningful engagement if they are to influence behaviour and improve safety on the UK’s roads.

The partnership will see Elvis develop creative campaigns designed to encourage drivers and riders to adopt safer habits while travelling on England’s major road network.