Bray Leino to help RAC expand beyond motor insurance

The RAC has called in Bray Leino to handle its consumer and business comms as the brand expands its product offering beyond motor insurance

RAC: Brief for Bray Leino
RAC: Brief for Bray Leino

Bray Leino was appointed to the account without a pitch following a three-month trial, taking over from Brands2Life.

Kelly Pepworth, client services director at the agency, will lead the account, reporting directly to Pete Williams, head of PR and external affairs at the RAC. Bray Leino’s day-to-day handling of the account will be managed by group account director Matt Rowntree.

The breakdown service relaunched its business in March to provide consumers with a one-stop shop for their motoring needs, sparked by the organisation being taken into private equity ownership at the end of 2011.

As a result, the brand has embarked on a series of initiatives, from launching a used cars website to offering vehicle inspections, an RAC Business Club and a tiered member loyalty scheme.

Bray Leino is tasked with supporting the in-house PR team by targeting consumer and trade media to boost awareness of the changes.

In addition, the RAC is keen to boost its image to consumers and businesses by responding quickly and proactively to issues affecting motorists, while the in-house team continues to lobby on behalf of its members about ongoing rises in fuel duty to roads and infrastructure.

Pete Williams, head of PR and external affairs at the RAC, said: ‘The team has already demonstrated great success with the press launch of RAC Advance, the first ever remote diagnostic breakdown technology, and our 25th annual Report on Motoring.’

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

Max Clifford trial jury finishes sixth day of deliberations

Max Clifford trial jury finishes sixth day of deliberations

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home and will reconvene tomorrow morning for a seventh day of deliberations.

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Fishburn's management have defended their reinvention of the 23-year-old agency amid industry mutterings, fed by a series of director-level departures, about the direction in which it is going.

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

EasyJet aimed to break the world record for the highest ever theatrical performance for Shakespeare's 450th birthday yesterday with the Reduced Shakespeare Company performing on a flight from Gatwick to Verona.

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Senior executives from IBM, Nestlé, Vedanta, GE, Cargill, Philips and Allianz will be among the speakers at PRWeek's first Global Congress.