Seven Squared

RAC hits the road with customer magazine

09 January 2007

Square One has been appointed to produce a new RAC customer publication – RAC World – following a successful pilot in summer 2006.

This marks a return to the medium after a long absence for RAC. RAC is part of AVIVA, the world’s fifth largest insurance group, and the biggest in the UK, where it operates under the Norwich Union brand.

The organisation aims to utilise the sophistication of a magazine to connect with members who may otherwise not come in contact with the brand other than during a roadside recovery or membership renewal. It will seek to create a dialogue with members to help promote the feeling of a club while differentiating RAC from other breakdown services. Members will enjoy added value through strong, authoritative and informative editorial. RAC World will also be used to communicate the wide range of RAC services on offer while complementing key messages from the ‘above the line’ campaign.

RAC World will be direct mailed three times a year to 500,000 rescue and insurance members. Although the magazine will be distributed to both male and female members, creative has been developed with women primarily in mind as they are often the gatekeepers to mail coming into the home.

Natasha White, Head of RAC Brand & Corporate Marketing said: “RAC World lets us talk to our rescue and insurance members on a regular basis. It’s a great way for us to share with them our motoring knowledge, and we know from the follow-up research that the magazine makes them feel warmer towards RAC brand. We’re delighted with the response to the first issue and are looking forward to working with Square One to produce one of the biggest customer magazines in the UK.”

Sean King, Commercial Director at Square One, added: “RAC is a household name and it’s fantastic to have been chosen to work alongside them. With yet another amazing brand added to our portfolio, Square One is going from strength to strength.”

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