RAC launches new ‘On your Side’ brand campaign via The Brand Agency, Perth

For the first time in over three years, the RAC, via The Brand Agency Perth, is launching a new brand campaign that highlights to Western Australians how the RAC is ‘On your Side’.

As a mutual organisation with more than 720,000 members, the RAC reinvests its profits to benefit members. Along with trusted local and expert service, RAC members also benefit from discounts on RAC and partner products and services, and community work including advocating for better road safety. This forms the basis of the new campaign.

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RAC spokesperson, Kelly MacLean, said the new campaign was in response to increasing competition and higher consumer expectations: “While the RAC has been and still is a market leader, we identified the need to more strongly differentiate ourselves from our competitors,” Ms MacLean said.

“Our research showed that while Western Australians knew who we are and what we do, they didn’t know why we exist and what we stand for. People didn’t realise that we exist for our members and reinvest our profits for the benefit of those members.

“We’re seeing a growing trend in higher consumer expectations, and people now expect that organisations not only provide great value for individuals, but they also do good for the community. We already provide a lot of these benefits, but people just don’t know about them. Through this campaign we’re hoping to provide more reasons for members to stay and new reasons for people to join.

“It’s a combination of factors that make us different. Not only our trusted local services, but other benefits we provide to members and the community. At an individual level this means things like great member discounts, but we’re also active at a broader level with our community work, for example, fighting for safer roads to help reduce this State’s road toll.

“The service that our people provide to members is also a very strong part of the RAC. Staff pride themselves on delivering for our members, so that’s why we used them as the faces for our campaign,” Ms MacLean said.

The campaign launched yesterday and will run on free-to-air and digital channels across the State. It will also be integrated with social media including the RAC’s popular Twitter (@RACWA) and Facebook accounts and has a dedicated website.