RAC launches new advertising campaign

Article date: 1 November 2005

Motoring organisation RAC is launching a newintegrated brand advertising campaign to establish RAC as theexperts on motoring.

The campaign, which includes TV, radio and national press ads, willstart on Sunday 6 November during ITV1’s Heartbeat,with a series of 20 second adverts and will continue throughout theAutumn. This is the first campaign from RAC for nearly two yearsand is the first since its recent acquisition by Aviva.

The campaign’s strapline is "The people behind people behindthe wheel", which is designed to demonstrate how RAC, which is theUK’s longest established motoring organisation, is workingwith motorists to make driving more enjoyable. The "More know how"ads feature real-life RAC Patrols giving motoring advice and wereshot on location in several well-known places across the UK.Throughout the campaign, the ads will feature a series of differentmotoring-related advice and tips.

Shaun Meadows, director of marketing for RAC, said: “We wantto establish RAC as more than just a breakdown service, by sharingsome of our motoring advice and information with motorists. Byfeaturing real-life patrols giving advice, we can show how RAC ishelping customers even when they don’t breakdown.”

The £5m campaign was devised by AMV BBDO with Vizeum as the mediabuying agency.

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For more information contact:

LizKennett/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 sevenmillion members, RAC is one of the UK's most progressive motoringorganisations and the first choice provider for both private andbusiness motorists. Whether it's roadside assistance, windscreenrepair and replacement, learning to drive, vehicle inspections,legal and financial services or up-to-the-minute traffic and travelinformation - RAC is able to meet all motorists’ needs.

Aviva recently announced its acquisition of RAC. The acquisitionbrings together RAC's powerful brand and customer base with theexpertise and leading position in motor insurance of Norwich UnionInsurance (part of Aviva). Norwich Union is the UK's largestinsurer, insuring one in seven motor vehicles and with a marketshare of around 14 per cent.

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