BWM Melbourne produces first work for RACT after winning four-way pitch

BWM Group Melbourne has created its first work for The Royal Automobile Club of Tasmania (RACT) with a campaign which focuses on the ‘royal’ treatment of its customers.

Five TV ads have been produced showcasing the RACT umbrella brand, its insurance covers and roadside assistance with the campaign kicking off tomorrow with a 30-second commercial airing ahead of the AFL Grand Final.

BWM Melbourne group managing director Mark Watkin said the campaign, which includes press, outdoor, online, social, in-store and radio, pushes the message that customers receive a ‘right royal service’.

“It’s easy to overlook the fact that RACT stands for the Royal Automobile Club of Tasmania. No one else can promise that level of service,” he said. “The campaign proves that whether it’s roadside assistance, car, home or health insurance, Tasmanians can count on the RACT to deliver it, every day.”

BWM won the RACT account in May following a four-way competitive pitch. It will handle the creative and strategic duties for all RACT brands and products including motoring, insurance, tourism and travel.

RACT chief executive Harvey Lennon said the branding message needs to evolve along with the organisation.

“We felt the BWM Group was best placed to assist us with this process,” he said. “We selected them after an exhaustive closed tender process. We were very impressed with the agency’s credentials in this highly competitive space and we are very pleased with the creative executions.”


Chief Executive Officer: Harvey Lennon
Executive General Manager, Membership & Community: Stacey Pennicott
Marketing Manager: Emily Cason

RACT Insurance
RACT Insurance Chief Executive Officer: Trent Sayers
RACT Insurance Marketing Co-ordinator: Leah Tierney

BWM Group
Managing Director: Mark Watkin
Client Services Director: Belinda Murray
Group Account Director: Nick Robinson
Senior Account Manager: Jana Wilkes
Account Manager: Mitch Wells
Executive Creative Director: Murray White
Creative Director: Ed Carveth
Copywriter: Mike Lee and Adam Slater
Design: Alex Zhadan / Lisa Cammarano
Planning Director: Susannah Stoney
Planner: Diarmuid McSweeney
Onscreen Producer: Jonathan Gerard
Head of Creative Services: Pat Vitetta
Creative Service Manager: Pravina Kumar

Senior Copywriter: Nick Weller

Senior Art Director: Phil Vanbruchen

Production Company: 2c Management
Executive Producer: Kia Scott
Directors: Stampede: Toby Dixon and Alex Feggans
Line Production: Hype TV Tasmania
Music and Sound: Bang Bang Melbourne
Grade and Post: Method Melbourne


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