Magazine article Marketing

RAC Takes Fight to AA with Pounds 10m Ads

Magazine article Marketing

RAC Takes Fight to AA with Pounds 10m Ads

Article excerpt

The RAC is ploughing pounds 10m into an integrated relaunch campaign that will back a series of product innovations to fight back against the AA.

The motoring services company is reinventing its RAC Solution breakdown service by offering customers a 50% no-call-out discount on their premium.

It is also offering customers a free yearly car-check and is installing inspection points at supermarkets. It has signed a deal, thought to be with Tesco and Safeway, to set up RAC-branded tents in car parks.

The campaign, created by RAC roster agency Windmill Partnership, broke yesterday (Wednesday) with the strapline 'Always there'.

It features the orange hand introduced earlier this year in a regional TV campaign for RAC's insurance (Marketing, May 22).

The strapline helps the RAC adopt a more emotive stance and position itself as a caring brand. Since it was acquired by Lex in 1999, its ads have tended to be product-focused and aimed at customer acquisition. …

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