RAC in drive-time media bid for financial services

The RAC is to target broadcast media at drive time with a campaign to position the motoring services giant as an expert on wider consumer finance issues.

Senior PR manager Philip Hale said the RAC brand is most relevant to consumers when they are on the road or have just arrived home from work. He said that made drive-time radio and TV an environment in which the RAC has an advantage over general insurance and financial services companies.

It will look to feed into news and current affairs programmes rather than money programmes.

‘It is not necessarily the personal finance sections that will help us expand,’ said Hale, explaining that the readership of money sections is relatively low and the RAC brand’s wide recognition enables it to target general news sections.

The RAC has hired Financial Dynamics’ consumer PR arm Consumer Dynamics, which also handles PR for its legal services business, to the six-figure financial services PR account. The hire followed a pitch involving incumbent agency Lansons Communications and Media Strategy.

PR activity will move beyond focusing on its Insure motoring index, which shows motoring costs, to comment on financial issues that are not necessarily connected to motoring.

Although its financial products centre on motoring and home insurance and personal loans, Hale said the RAC would position itself as a broader expert in financial services.

‘People don’t talk about finance products. They talk about issues – this is not about pushing products,’ he said. ‘The awareness of the RAC as a financial services brand has grown and we now have the opportunity to expand on the range of things we talk about.’

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