RACT lets Tasmanians know they deserve royal treatment in new campaign via BWM Melbourne
The Royal Automobile Club of Tasmania (RACT) and newly appointed agency BWM Group Melbourne have created a new brand campaign to let Tasmanians know they deserve nothing short of royal treatment.
Launching on September 27, the campaign refreshes the look and feel of the iconic Tasmanian brand with the promise, ‘Get Right Royal Service’.
Each of the campaign’s five TVCs tells a unique story about the RACT’s commitment to providing Tasmanians with an exceptional service experience based on local knowledge and quality you can trust.
Mark Watkin, group managing director of BWM Melbourne, said the strength of the integrated RACT work is its engaging story telling.
Says Watkin: “It’s easy to overlook the fact that RACT stands for Royal Automobile Club of Tasmania. No one else can promise that level of service. The campaign proves that whether it’s roadside assistance, car, home or health insurance, Tasmanians can count on the RACT to deliver it, every day.”
BWM Group Melbourne was awarded the RACT account after a four-way competitive pitch in May this year. The win brings across the creative services work as well as full creative and strategic duties for all RACT brands and products including motoring services, insurance, tourism and travel products.
Says Harvey Lennon, CEO of RACT: “The RACT is an evolving organisation. Our brand and our messages to our stakeholders obviously need to evolve as well. We felt the BWM Group was best placed to assist us with this process.
“We selected BWM Group Melbourne after an exhaustive closed tender process. We were very impressed with the agency’s credentials in this highly competitive space, and we are very pleased with the creative executions that will officially launch at the weekend.”
The integrated campaign will launch this Saturday with the first 30-second TVC going live during the AFL grand final – right before kick-off. The campaign will also be supported by press, print, outdoor, online, social, in-store and radio.
RACT
Chief Executive Officer: Harvey Lennon
Executive General Manager, Membership & Community: Stacey Pennicott
Marketing Manager: Emily Cason
RACT Insurance
RACT Insurance Chief Executive Officer: Trent Sayers
RACT Insurance Marketing Co-ordinator: Leah Tierney
BWM Group
Managing Director: Mark Watkin
Executive Creative Director: Murray White
Senior Copywriter: Nick Weller
Senior Art Director: Phil Vanbruchen
Design: Alex Zhadan / Lisa Cammarano
Head of Creative Services: Pat Vitetta
Creative Service Manager: Pravina Kumar
Client Services Director: Belinda Murray
Group Account Director: Nick Robinson
Senior Account Manager: Jana Wilkes
Account Manager: Mitch Wells
Creative Director: Ed Carveth Copywriter: Mike Lee and Adam Slater Planning Director: Susannah Stoney Planner: Diarmuid McSweeney Onscreen Producer: Jonathan Gerard
Production Company: 2c Management
Executive Producer: Kia Scott
Directors: Stampede: Toby Dixon and Alex Feggans
Line Production: Hype TV Tasmania
Music and Sound: Bang Bang Melbourne
Grade and Post: Method Melbourne
15 Comments
Very nice
I like this ….
You don’t have to be posh to be privileged
It seems obvious to use Royal but no one else is doing it out of all the other RAC’s – well done the obvious claim to fame is the best.
Charming spots. Economical and well executed.
Well done Ed.
It is nice! Good old Tasminia. Still there.
Thumbs up.
A huge thanks to Kia Scott at 2C and the team from BWM for the opportunity to work on the campaign. We had seven local crew working on the shoot which is great for the Tassie industry. Reckon the finished products look brilliant. Directors Alex and Toby totally awesome to work with as well.
great spots….
There’s life in BWM yet. Nice
Jolly good. And how clever of them to notice the name and seamlessly make it the benefit.
my dads car is in this ad…
That comment thread will finish with the sex scene….
@joanna lumley indeed, you don’t have to be posh to be privileged
Who are the characters in the ads supposed to be… the “real” royals?
I just don’t get it!