RAC goes back to its roots in summer marketing push
RAC is looking to the past in a new summer campaign which aims to push its “historic and current role” as the UK’s first breakdown provider.
Launching on Wednesday (9 July) the BBH-created TV ad highlights the brand’s heritage with a series of clips and images of people enjoying a ‘British staycation’ from over the decades.
RAC chief marketing officer John Orris said that the multi-million pound campaign aims to “capture the magic and anticipation” of taking a summer road trip, showing scenes such as families trying to fit luggage into a car and children asleep in the back seats.
The Great British summer road trip campaign will be activated through social media with the RAC inviting people to share their pictures using #RacRoadTrip on Facebook, Instagram and Twitter for the chance to win prizes, including the chance to be featured in the TV ad for broadcast on 21 July.