NRMA showcases its evolution after 104 years with new campaigns and updated brand strategy

The NRMA has last night launched two new campaigns while also unveiling a revised brand tagline for one of Australia’s most recognisable logos. Campaign creative was developed by Saatchi and Saatchi and will roll-out nationwide, whilst Australian brand strategy and design agency Houston Group led the brand update and strategy.

 

The NRMA was purpose-made to serve Australia as the country’s largest and longest serving mutual. Last night the NRMA launched a new tagline to sit alongside the 104-year-old logo which amplifies the three main pillars of the NRMA’s key membership offering to its 3.2 million members nationwide of road, travel and rewards.

In 2024 NRMA’s product offering to its members and customers now extends across its legendary roadside assistance to also include one of Australia’s largest stables of over 70 travel destinations across holiday parks, resorts, lodges, expeditions, cruises and experiences. In addition, it has grown its support on the road to include SIXT Car Rentals and Australia’s largest EV Charging Network.

The NRMA is also rapidly growing its My NRMA Rewards program nationally, now with 3.2m members, who benefit from rewards on the road and when they travel.

NRMA Group CEO Rohan Lund said the revised positioning of the NRMA brand captured its growing and diversified products and services offering: “We are custodians of one of Australia’s most-beloved brands – ranked 9th most trusted in Australia – so it was vital we stay true to its tradition while also telling the story of how this 104-year-old company is changing and growing.”

Last night saw the NRMA launch its new advertising campaign with a focus on the NRMA’s diverse portfolio under the theme that NRMA is there for all Australians, whoever they are and wherever they are going.

NRMA Chief Membership Officer Victoria Doidge, who joined the NRMA six months ago said this was the first time NRMA’s Road and Rewards campaigns shared an enterprise creative platform: “Data and research showed us that while awareness of our Roadside offering was very high; we had work to do to tell Australians about our extensive travel offering and our rewards program which serves 3.2m Australians.

“Our intention with this work was to simplify the customer experience and ecosystem and unify our efforts as a mutual so that Australian could understand us better.”

Brand: The NRMA
Chief Membership Officer: Victoria Doidge
General Manager Brand and Reputation: Marie Ferrett
General Manager Marketing and Propositions: Kate McBean

Brand Strategy Agency: Houston Group
Founder: Stuart O’Brien
Executive Strategy Director: Daye Moffitt
Creative Director: Alex Creamer
Group Account Director: Kyle De Raedt

Agency: Saatchi and Saatchi
Chief Creative Officer  – Mandie Van Der Merwe
Chief Creative Officer – Avish Gordhan
Creative Director – Michael Barnfield
Copywriter  – Will Campion
Art Director  – Jackson Elliott
Rachel Walker – Chief Strategy Officer
Associate Planner  – Caitlyn Burton
Managing Director  – Toby Aldred
Group Account Director  – Suzanne Leddin
Senior Account Manager  – Isabel Corlett
National Head of Production PXP – Michael Demosthenous
Senior Integrated Producer PXP – Anastasia Nielsen

Film Production Co: Scoundrel
Director: Lucy Knox
Executive Producers: Kate Gooden & Adrian Shapiro
Producer: Charlie Taylor

Music Re-Record: Ballpark Music
Sound Production: Squeak. E. Clean
Stills Production Co: Sam I Am
Retouching: Prodigious
Media: UM

Client Partner: Lisa Hosking
Strategy Director: Rahma El Sayed
Planning Director: Yelia Schelle
Client Director: Pascal de l’Epine
Planning Manager: Marah Bonifacio
Group Trading Director: Steven Flood