RAC repositions as ‘The Motorists’ Champion’

The RAC is set to roll out a new brand marketing strategy, repositioning as “The Motorists’ Champion” as it looks to steal share from its biggest competitor The AA.

RAC van

The motoring organisation, which currently uses the strapline “The Driving People”, is shifting its messaging to encapsulate all the motoring services it offers.

This includes its well-known roadside breakdown service as well as traffic information, insurance, legal services, vehicle examinations and route planning. All of which are available for both private and business motorists.

It will be supported by a TV ad campaign, created by incumbent agency Rapier, which will run throughout July and August.

The activity has been led by interim sales and marketing director Lysa Hardy, who joined the RAC in December, having previously led marketing at T-Mobile. Hardy has since built a new marketing structure at the organisation and has recruited new members of the team.

She will be replaced this month by incoming chief marketing officer John Orriss, who joins from BSkyB where he was director of subscriber growth. He is also a former sales director at News International.

The RAC was sold to private equity group Carlyle by Aviva for £1bn last year as the insurer looked to refocus on its core financial products. Aviva continues its marketing and promotional partnership with the RAC despite the sale.

Recent marketing activity from the organisation includes its sponsorship  of the Goodwood Festival of Speed. The RAC offered complementary breakdown assistance, advice and patrolled the racetrack as part of its activation.

The RAC has more than 7 million members, according to its company website. Its biggest rival is The AA, which claims to have 15 million members.

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