NRMA Blue launches with campaign championing services beyond road-side assistance and motoring

NRMA has launched its new member benefits program, NRMA Blue, with a campaign aiming to promote the group’s services beyond just road-side assistance and motoring.

It is the first campaign created by Saatchi & Saatchi since it won the account in August.

The one-minute ad features families and children horse riding, riding bikes, going on road trips, running down sand dunes and going on a holiday.

Martin Whelan, group general manager of marketing at NRMA Group, said in a statement: “NRMA Blue is about opening up the value of our membership to more people in ways that add value every day. This campaign drives home our key theme of finding new ways to belong to the NRMA.

“The campaign creative focuses on the multitude of journeys we take in our lives. NRMA Blue is designed to help you get the most out of these journeys and we believe this campaign does a great job of telling our story.”

A series of outdoor ads also use the tagline “Go beyond the road” to shift the perception that NRMA is just for motor vehicles and insurance.

The ads are running across social, radio, digital, broadcast and out of home.

One of the outdoor advertisements made for the campaign

Mike Spirkovski, chief creative officer at Saatchi & Saatchi, added: “New NRMA Blue now goes beyond the legendary roadside assistance to offer its members more benefits to enjoy every day. We wanted to showcase the beautiful country we live in and inspire Australians to get out there and explore the less expected places they wouldn’t normally consider.”


  • NRMA Senior Brand & Creative Director: Marie Ferrett
  • NRMA Brand Communications Manager: Ange Tobin
  • NRMA Senior Manager, Acquisition Marketing: Charm Hearne
  • Creative Agency: Saatchi & Saatchi
  • Chief Creative Officer: Mike Spirkovski
  • Senior Copywriter: Anton Posa
  • Senior Art Director: Simon O’Neill
  • Executive Producer: Renata Barbosa
  • Print Producer: Greer Macpherson & Deborah Munro
  • Group Account Director: James Tracy-Inglis
  • Account Director: Earth Luechaikajohnpan
  • Production Company: Photoplay / Playtime
  • Director: Byron Quandary
  • Producer: Emma Thompson
  • Executive Producer: Oliver Lawrance
  • DOP: Thom Neal
  • Post Production: The Gingerbreadman
  • Sound Design and Mix: Rumble Studios
  • Music: Level Two

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