Green Flag: Harnessing branded content
Executive summary
The breakdown cover market is dominated by two giants: the AA and the RAC. They are well established, have deep pockets and ubiquitous fleets. So at Green Flag, we know better than most the challenges that come with having to engage customers.
And our challenges don't end there: the rare occasion when people consider breakdown assistance is during the peak holiday seasons (Easter and Summer), when the entire leisure and tourism industry is vying for voice, making cut through and engagement seem like mission impossible.
Rather than try and compete in marketing spend,...