Agency: Lowe Direct | Author: Fiona Blades |
Rescuing Heroism for RAC
BACKGROUND
RAC had a radical relaunch in April 1997 to position the brand for the long term future.
RAC moved from a positioning centred around Breakdown to one based on Mobility when cars are becoming more reliable and roads more congested.
RACs new identity reflected this futuristic positioning and attempted to distance the organisation from its rather traditional and elitist heritage.
THE DIRECT MARKETING DILEMMA
Although the future of RAC lies in mobility, people today join a motoring organisation for breakdown cover. Mobility is appreciated but isnt at the...