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 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.

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