Lexis to promote theAA.com site

Lexis has emerged victorious in a four-way pitch to promote the

Automobile Association's (AA) relaunched website, theAA.com.



The initial budget for the account is pounds 200,000, according to Lexis

board director Margot Raggett.



'Our brief is to promote not only the website, but all of (parent

company) Centrica's traffic and travel information services. This covers

tasks such as providing traffic news bulletins to radio stations and

personal alerts on mobile phones,' she said.



Lexis is tasked with helping to reposition the AA, publicising its

transformation from a membership 'club' to an organisation that provides

traffic and travel information services to wide audiences.



Lexis plans to monitor the success of its work through the number of

live hits and clickthroughs onto the website, while a computer software

evaluation system will track editorial coverage.



Raggett said the agency would use Centrica's brand tracking research and

sales information to monitor awareness and sales leads generated through

PR and online activity.



Raggett will be joint leader of the account along with Lexis MD Hugh

Birley. Both will report to theAA.com head of marketing Lin

McCarthy.



McCarthy said Lexis's pitch showed 'understanding of the challenges

inherent in using a website to grow an established brand'.



'This is an exciting year for us as we've just announced our sponsorship

of the British Touring Car Championship and we have additional services

to introduce to new audiences.



Lexis's role in this will be vital,' she added.



Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.