National Highways calls up Elvis for behavioural change

National Highways, the government-owned organisation responsible for operating, maintaining and improving England’s motorways and major A roads, has appointed Elvis as its lead agency following a competitive pitch.

National Highways is the authority responsible for 4,500 miles of motorways and major A roads in England. The organisation’s marketing campaigns are focused on long-term behaviour change that improves safety and confidence on the Strategic Road Network, such as the safe TRIP campaign designed to help drivers remember the key safety checks before setting off on long journeys.

Elvis won the account following a competitive pitch. The business was previously held by FCB Inferno.

The first campaign will be for Bikertek, targeting motorcyclists, which is set to launch in early April.

The win is the first major new business win since Elvis relaunched in February 2026 and extends the agency’s established roster of government work, which includes the Royal Air Force, the Royal Navy, and the Ministry of Justice.

National Highways head of marketing and events Alison Holliday said: “Elvis demonstrated a clear understanding of our ambition to create behaviour-change campaigns that make a real, positive difference to road safety across the strategic road network.

Their response resonated with our values and our commitment to reducing harm on the roads, and we’re looking forward to working together to develop campaigns that build confidence and save lives.”

Elvis chief strategy officer Matt Rhodes added: “National Highways is exactly the kind of partner we built Elvis for.

“The message couldn’t be more important; which means earning the attention of the audience, who are experts at tuning out, couldn’t be more important. It’s about bringing to life work that people choose to engage with, that creates real change across the UK’s roads.”

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