Regional Roads Victoria questioned over branding costs

The taxpayer-funded body in charge of maintaining Victoria’s country roads has come under fire for spending tens of thousands of taxpayer dollars on branded merchandise and stationery.

A new government agency created to maintain Victoria’s country roads has spent tens of thousands of taxpayer dollars on branded merchandise and stationery.

Regional Roads Victoria, which was set up last year, also splurged $155,500 on “brand concept and implementation” and $27,000 on “brand exploration and architecture”.

Documents obtained by the Herald Sun reveal the agency rolled out an $800,000 advertising campaign to spruik its work in its first year, and even installed an $8795 promotional wall graphic at its Ballarat headquarters.

After a shocking year on the state’s roads, Opposition rural roads spokeswoman Roma Britnell said the agency was being used as a “propaganda machine” and more money was needed for maintenance.

But the government argues the advertising costs were less than 0.1 per cent of Regional Roads Victoria’s total spend on regional road upgrades, with more than 1500kms to be rebuilt and resurfaced this financial year.

Regional Roads Victoria, which was set up last year to help maintain country roads.

The documents, released to the Opposition under freedom of information laws, detail a $37,661 bill for branded merchandise and $16,328 spent on branded stationery, along with $2802 for hi-vis vests and $7175 for special car decals.

Another $11,939 was spent on branded signage, with “campaign creative assets” listed as costing $168,920 between April last year and January this year.

Ms Britnell called on Premier Daniel Andrews to “realise TV ads and branded merchandise won’t fix the massive potholes in our roads”.

“Daniel Andrews needs to listen to people living in country Victoria who are crying out for funding to fix our crumbling roads,” she said.

It is understood money was invested in a website and a call centre number to receive feedback from regional Victorians on problem roads in their area, with staff also provided with call-back cards and kits to run community information sessions.

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Regional Roads Victoria’s website and hotline have since received more than half a million interactions.

“We established Regional Roads Victoria to help give regional Victorians roads they can rely on, with a dedicated authority that’s connected to regional and rural communities,” a government spokesman said.

“As we get on with delivering our massive road maintenance blitz — upgrading over a thousand kilometres of regional roads — advertising helps us make sure country Victorians are aware of any disruptions to their journeys.”

@tminear