A new campaign to dual all 115 miles of the A47 - running through Cambridgeshire and Norfolk - has been launched today.
'Just Dual It!' is backed by MPs, councillors and business leaders and calls on the goverment to pump more millions into the key route.
Less than half of the A47 is currently dual carriageway and, while Highways England has committed to £300m of improvements including dualling some stretches, campaigners say that's not enough.
The campaign was launched during a meeting in King's Lynn, which was attended by the Minister for Roads, Jesse Norman.
He heard from speakers about the boost a fully-dualled A47 would bring to the region, with other guests including Mid-Norfolk MP George Freeman, Cllr Martin Wilby from Norfolk County Council and Chris Sargisson from Norfolk Chamber of Commerce.
The A47 runs from just past Peterborough in the west, across the breadth of Norfolk to Lowestoft in the east.
Campaigners want it fully dualled by 2030. They say it would bring 'significant benefits to the counties and communities along its route'.
"Shorter and more reliable journey times along the road and onwards to the Midlands would not only improve quality of life for many residents but also provide a huge boost to the regional economy by attracting new businesses, supporting existing businesses to grow and become more profitable, encouraging more visitors to the region and creating more jobs."