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 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.