Motoring organisation RAC is launching a new integrated brand advertising campaign to establish RAC as the experts on motoring.
Motoring organisation RAC is launching a new integrated brand advertising campaign to establish RAC as the experts on motoring.
The campaign, which includes TV, radio and national press ads, will start on Sunday 6 November during ITV1’s Heartbeat, with a series of 20 second adverts and will continue throughout the Autumn. This is the first campaign from RAC for nearly two years and is the first since its recent acquisition by Aviva.
The campaign’s strapline is "The people behind people behind the wheel", which is designed to demonstrate how RAC, which is the UK’s longest established motoring organisation, is working with motorists to make driving more enjoyable. The "More know how" ads feature real-life RAC Patrols giving motoring advice and were shot on location in several well-known places across the UK. Throughout the campaign, the ads will feature a series of different motoring-related advice and tips.
Shaun Meadows, director of marketing for RAC, said: “We want to establish RAC as more than just a breakdown service, by sharing some of our motoring advice and information with motorists. By featuring real-life patrols giving advice, we can show how RAC is helping customers even when they don’t break down.”
The Ł5m campaign was devised by AMV BBDO with Vizeum as the media buying agency.
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For more information contact:
Liz Kennett/Jenny Chapman
RAC Press Office
E-mail liz-kennett@norwich-union.co.uk
Tel: 01603 688263
Mob: 07800 699667
RAC Press Office
Tel: 020 8917 2742
E-mail: pressoffice@rac.co.uk
Outside office hours: 07764 658 666
Notes to editors:
With more than seven million members, RAC is one of the UK's most progressive motoring organisations and the first choice provider for both private and business motorists. Whether it's roadside assistance, windscreen repair and replacement, learning to drive, vehicle inspections, legal and financial services or up-to-the-minute traffic and travel information - RAC is able to meet all motorists’ needs.
Aviva recently announced its acquisition of RAC. The acquisition brings together RAC's powerful brand and customer base with the expertise and leading position in motor insurance of Norwich Union Insurance (part of Aviva). Norwich Union is the UK's largest insurer, insuring one in seven motor vehicles and with a market share of around 14 per cent.