RAC highlights membership benefits in new campaign via J. Walter Thompson, Perth

RAC has launched a new fully integrated campaign highlighting the many benefits Western Australians can take advantage of as RAC members, via J. Walter Thompson Perth and Initiative Media.

The ‘Power of Membership’ campaign is running across all platforms, including TVC, radio, digital, social media, OOH, press, cinema and pre-rolls, and will be integrated across all RAC product campaigns.

Simon Langley, executive creative director, J. Walter Thompson said the campaign’s strategy was to very clearly highlight benefits of RAC membership: “Unlike its competitors RAC exists solely to benefit its members not shareholders so the creative has been developed to put meaning into RAC membership which its competitors simply, can’t match.

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“Power of Membership” demonstrates the scale and diversity of RAC’s products and services and community involvement, and creatively links this, through animation, to the membership proposition. It’s a bold new direction for RAC and we are confident the campaign will achieve its goal to set RAC apart from the pack.”

Says Peter Williams, general manager of brand, RAC: “Membership is at the heart of the RAC brand and this campaign shines a spotlight on our membership proposition as a way to combat rising consumer indifference in categories such as insurance and roadside assistance.

“Through this campaign we want people to realise that with RAC you get much more than the product you are paying for. Access to member benefits and how we give back to WA is what makes RAC different.”

Agency: J. Walter Thompson, Perth

RAC, Roadside Assistance Product and Marketing Manager: Connie Bristow-Stagg