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Film RAC

RAC summer campaign to put fun back into driving

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By The Drum Team, Editorial

July 15, 2010 | 2 min read

RAC head of marketing Chris Bates has said the automobile club aims to “put a little bit of fun back into the driving experience this summer” with its latest consumer campaign.

Tapping into prevailing trends for good value, outdoor, summer events, the breakdown company is launching a Drive-in-Movie campaign in London and Staffordshire throughout August.

With “congestion, potholes and the cost of fuel can make driving anything but enjoyable at times” Bates says the breakdown company’s objective is to create unique nights out “where everyone can enjoy a truly pleasurable experience from the comfort of their car.”

The campaign is part of a larger move by the company to engage with consumers in more innovative ways, rather than just on service station forecourts.

Screens at Weston Park outside Birmingham (from 5-7 August) and Alexandra Palace in London (from 12-14 August) will show three films selected for their famous driving scenes: Dirty Dancing, The Italian Job and Transformers.

Film RAC

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