NRMA Roadside Assistance turns cultural intelligence into new ‘Every Trip Matters’ campaign via CulturalPulse

CulturalPulse and NRMA Roadside Assistance have launched Every Trip Matters, a new culturally-led campaign designed to drive growth among Chinese and Indian Australian drivers across NSW and the ACT.

 

Analysis of NRMA’s 3.6 million-strong membership base using CulturalPulse’s AskGenie audience intelligence technology found Chinese and Indian Australian drivers to be significantly under-represented in comparison to the diverse NSW/ACT general population, despite these communities having very high car dependency.

Every Trip Matters is NRMA Roadside Assistance’s first in-language campaign, with story-led creative in English, Hindi, Punjabi, Mandarin and Cantonese featuring real families and community members rather than actors.

The integrated campaign spans cultural media and community distribution, dedicated in-language landing pages, a three-month free membership offer and in-community education sessions with NRMA Technicians. CulturalPulse’s community brand ambassadors have been instrumental in shaping  the work and will drive its rollout through trusted networks across Chinese and Indian Australian communities.

NRMA Roadside General Manager of Marketing and Proposition, Kate McBean says: “We believe  there was an opportunity to better connect with Chinese and Indian Australian communities, but we also recognise that reaching them effectively meant doing things differently.

“The NRMA wants to understand the experiences of these communities that we hope to represent and serve, the role their cars play in everyday life and what would make Roadside Assistance relevant to them. Simply taking our existing marketing campaigns and translating them into other languages is not how we want to show up for your community.”

“Every Trip Matters reflects that thinking. We want every Australian to feel that NRMA Roadside Assistance is there for them, wherever they go.”

The work marks the first campaign partnership between CulturalPulse and NRMA Roadside Assistance.

Rohan Nayee, Head of Client Service at CulturalPulse, says: “The campaign demonstrates why reaching multicultural Australia requires more than an in-language execution.

“Language matters, but translation alone doesn’t build relevance. You need to understand the audience first, then carry that understanding through the creative, the media, the customer experience and how you show up in the community.

“That’s what we’ve built with NRMA. The stories come from real community experiences, feature real community members and will be delivered through the channels and networks they know and trust.

“When all of those pieces work together, you’re not simply reaching an audience. You’re giving people a reason to see the brand as relevant to them – and that’s where the growth opportunity lies.”

Every Trip Matters launched across NSW and the ACT from 1 September 2026 across all major Western and Asian social media platforms and digital channels.

Client: NRMA Roadside Assistance
Kate McBean, Inta Weir, Adelene Sharma, Jenna Dancic 

Agency: CulturalPulse
Rohan Nayee, Patrick Skene, Dee Raghavan, Jake Swarts, Gabriella Angel 

Production: Screentide
Adam Marks, Karl Conti 

 

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