Driving awareness in the business market
How did we challenge perceptions and raise awareness of RAC's business services? By placing the Client as an expert commentator at the heart of relevant news debate.
The RAC is a trusted and long-established brand amongst motorists - but how much is known about its business division?
We were challenged to address a perception by businesses that the RAC was simply a breakdown service and build awareness of its wide range of business services amongst company car drivers, managers and fleet operators.
Viewed as a key growth division within the company, RAC Business had high expectations from its PR campaign, all of which had to be delivered on a modest budget.
We spearheaded a twelve-month campaign over a wide range of media channels. Using exclusively commissioned research on car drivers’ habits to highlight management issues; we helped RAC Business respond quickly to the news agenda across a range of relevant issues and placed articles and thought-leader pieces in national, local and trade publications.
Journalists now routinely come to us for comment and members of the RAC Business team are regular bloggers and columnists across the fleet car sector and beyond.
We have exceeded 2015 coverage targets by more than 100%, securing quality pieces across fleet trade, national and key sector media.
PR activity around the RAC’s launch of its Onward Travel service resulted in a leap in sales, rising from 18% to 31%. Content developed for the RAC Business newsletter around the rise of dashboard cameras prompted 1,300 hits to the RAC shop webpage within 24 hours.
Since January 2015, monthly sales of the RAC’s telematics system have more than doubled. This has been attributed to our PR output around the Transport Research Laboratory’s endorsement of the product.