The NRMA unveils new tagline and new creative, via Houston Group and Saatchi & Saatchi Australia
The NRMA has unveiled a new tagline to sit alongside its legacy logo, developed by Houston Group, in a bid to better amplify the three main pillars of its membership offering, with a supporting creative campaign via Saatchi & Saatchi Australia.
The new tagline is described to capture the growing and diversified products and services offered by the mutual, and boost its three main offerings – road, travel, and rewards.
The NRMA now boasts 3.2 million members in its rewards program, and has greatly expanded its iconic roadside assistance offering in 2024. It has also grown support on the road to include SIXT Car Rentals and EV charging networks.
Unveiled on Sunday night, the focus of the diverse portfolio falls under the theme that the NRMA is ‘there for all Australians, whoever they are and wherever they are going’.
“We are custodians of one of Australia’s most-beloved brands – ranked 9th most trusted in Australia – so it was vital we stay true to its tradition while also telling the story of how this 104-year-old company is changing and growing,” said Rohan Lund, NRMA Group CEO.
The tagline has been supported with two new campaigns, created by Saatchi & Saatchi Australia – the first time the road and rewards programs have shared a creative platform.
Victoria Doidge, recently-appointed chief membership officer, said research showed the NRMA that while awareness of the roadside offering was very high, it had work to do to tell Australians about its travel and rewards programs.
“Our intention with this work was to simplify the customer experience and ecosystem and unify our efforts as a mutual so that Australian could understand us better,” she said.
Doidge recently appeared on Mumbrella’s one-on-one podcast, where she discussed the challenge of marketing one of the country’s biggest brands.
“You start with the story. What is going to be the enterprise narrative? There are many different ways to express that from the purpose, the vision, the personality, the values, the customer value proposition. I think in any new role, that is where you have to start,” she said.
Listen to the podcast here.
Credits:
Brand: The NRMA
Chief Membership Officer: Victoria Doidge
General Manager Brand and Reputation: Marie Ferrett
General Manager Marketing and Propositions: Kate McBean
Brand Strategy Agency: Houston Group
Founder: Stuart O’Brien
Executive Strategy Director: Daye Moffitt
Creative Director: Alex Creamer
Group Account Director: Kyle De Raedt
Agency: Saatchi and Saatchi
Chief Creative Officer – Mandie Van Der Merwe
Chief Creative Officer – Avish Gordhan
Creative Director – Michael Barnfield
Copywriter – Will Campion
Art Director – Jackson Elliott
Rachel Walker – Chief Strategy Officer
Associate Planner – Caitlyn Burton
Managing Director – Toby Aldred
Group Account Director – Suzanne Leddin
Senior Account Manager – Isabel Corlett
National Head of Production PXP – Michael Demosthenous
Senior Integrated Producer PXP – Anastasia Nielsen
Film Production Co: Scoundrel
Director: Lucy Knox
Executive Producers: Kate Gooden & Adrian Shapiro
Producer: Charlie Taylor
Music Re-Record: Ballpark Music
Sound Production: Squeak. E. Clean
Stills Production Co: Sam I Am
Retouching: Prodigious
Media: UM
Client Partner: Lisa Hosking
Strategy Director: Rahma El Sayed
Planning Director: Yelia Schelle
Client Director: Pascal de l’Epine
Planning Manager: Marah Bonifacio
Group Trading Director: Steven Flood
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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