As part of the deal Green Flag will sponsor three of Heart's bank holiday shows over the summer, including Easter Monday (25 April), spring bank holiday (30 May) and the August bank holiday (29 August), and the special pullouts in the Daily Mirror.
The sponsored Daily Mirror pull-outs will include editorial on family-focused activities for the bank holiday and will be promoted on the Heart network, while the Daily Mirror will carry ads for Heart's bank holiday Monday shows.
The first promotion for the campaign, which was planned and bought by WPP media agency MediaCom, will start on Monday (18 April), when Heart will begin to promote the supplements on air.
Green Flag will also give away a family weekend to the Lake District every 30 minutes on Heart from 12pm on each of the bank holidays, to promote its 30-minute rapid response service.
Peter Deane, director of marketing at Green Flag, said: "Many motorists will be hitting the roads over the bank holiday weekends to visit friends and family, so it's a time of year when people automatically think about their breakdown cover.
"The partnership with Heart and the Daily Mirror allows us to engage with motorists at this crucial time of year and communicate our key service benefits."
This article was first published on mediaweek.co.uk