Despite the name, Bruce remains almighty

Motorists who have driven from Cairns to the Gold Coast have been bamboozled by new road signs appearing to have renamed the Bruce Highway as ‘Pacific Coast Way’.

The signs have caused quite a stir on social media with Queenslanders confused by the alternate name.

The State’s peak motoring body has reassured drivers the highway name has not changed but been given a ‘touring route’ name, aimed at attracting tourists.

The ‘Pacific Coast Way’ has been designated as a strategic touring route, from Sydney to Coolangatta to Cairns, by the Department of Transport and Main Roads.

RACQ spokesperson Paul Turner said motorists should not fear ‘The Bruce’ had not been renamed.

“The Bruce Highway was named after Harry Bruce in 1934, the State Minister of Works at the time, and he can rest safe in the knowledge his name lives on,” Mr Turner said.

“The ‘Pacific Coast Way’ links coastal havens, hinterland towns, and major cities all along the east coast, from the Gold Coast to Cairns, so its ‘touring’ name is directed at tourists.”

Mr Turner said the Club was responsible for the erection of Queensland’s first 100 road direction signs in the 1960s.

RACQ installing the first road signs across Queensland.

“Many people may not know that RACQ in fact had its own signposting unit, a team of people who installed road signs across the State. It was established following a litany of complaints from visiting motorists about inadequate signage,” he said.

“In fact, in 1962 more than 170 luminous signs were erected on the coastal highway between Coolangatta to Rockhampton. They all carried RACQ’s logo with many of them replacing similar signs with the Club’s old name ‘Automobile Club of Queensland’ during World War I.”