This weekend saw the launch of the RAC’s first large scale TV campaign in seven years – and its first under new owner Lex Service which acquired the previously mutually-owned roadside rescue service last year for £437m.

According to the motoring organisation’s group marketing director, Ken Lee, the campaign (via WCRS) is about “claiming new territory”. The commercials will introduce other Lex-owned brands – such as the British School of Motoring – which, hopes Lee, will prompt viewers to exclaim: “Gosh, I didn’t know the RAC did that!”

The campaign also aims to disperse the aloof and stuffy image revealed by RAC research. The latest informal approach will be led by a new slogan: “From A to B we’ll RAC to it”.

News source: Sunday Business (UK) [4-Jun-00]