The RAC is to advertise its financial services products on television for the first time, as it tries to position itself as a provider of more than just breakdown services.
The company says it is increasing its financial services marketing budget and that it will launch three new finance products this year.
RAC financial services managing director Jason Richards says: “All the big insurers advertise on TV. We are reviewing the ways in which we spend our money and how we can promote products other than our breakdown service.”
The RAC has recently rebranded its motor insurance products as RAC Insure, and intends to capitalise on the trust consumers have in RAC as a breakdown service provider to bring in new motor insurance customers. It also offers home, travel and caravan insurance, as well as loans.
The RAC’s financial services marketing is handled by the organisation’s central marketing team and Richards says it is not looking for a marketing director specifically to work on its financial services. Advertising will be through RAC roster agencies WCRS, BBJ Media and WWAV Rapp Collins.
RAC head of brand management Gary Elliott is in charge of the central marketing team, following the departure of group marketing director Ken Lee last month (MW February 6).