It will highlight the fact that it has twice as many roadside patrols as rival RAC, said AA Roadside PR manager Sue Beeson. 'It is about differentiation. We need to show people why the AA is the best in the market and that's really all about our people and what they do,' she said.
Red deputy managing director Ed Staples said the AA's 3,500 patrol staff would be portrayed as 'heroes': 'We want to talk about the level of empathy they have in dealing with what can be highly stressful situations for drivers.'
The appointment of Red follows that of advertising agency Delaney Lund Knox Warren & Partners, with an £18m advertising and marketing push set for May.
Red won the account after a pitch against Lexis PR and Cohn & Wolfe (PRWeek, 25 March).