Unveiling a revised brand tagline sit alongside the 104-year-old logo.
Member organisation NRMA has launched two campaigns while also unveiling a revised brand tagline to sit alongside the 104-year-old logo.
The tagline aims to amplify the three main pillars of the NRMA’s key membership offering to its 3.2 million members nationwide: Road, Travel and Rewards.
This brand update and strategy has been done in partnership with Australian brand strategy and design agency Houston Group.
In 2024, NRMA’s product offering to its members and customers now extends across its roadside assistance to also include one of Australia’s largest stables of over 70 travel destinations across holiday parks, resorts, lodges, expeditions, cruises and experiences.
It has also grown its support on the road to include SIXT Car Rentals and Australia’s largest EV Charging Network.
The NRMA is also rapidly growing its My NRMA Rewards program nationally, now with millions of members who benefit from rewards on the road and when they travel.
NRMA Group CEO Rohan Lund said the revised positioning of the NRMA brand captured its growing and diversified products and services offering.
“We are custodians of one of Australia’s most-beloved brands – ranked 9th most trusted in Australia – so it was vital we stay true to its tradition while also telling the story of how this 104-year-old company is changing and growing,” he said.
The NRMA's new advertising campaign, developed by Saatchi and Saatchi, focuses on the brand's diverse portfolio under the theme that the NRMA is there for all Australians, whoever they are and wherever they are going.
The campaign will roll-out nationwide.
NRMA chief membership officer Victoria Doidge, who joined the team six months ago, said this was the first time NRMA’s Road and Rewards campaigns shared an enterprise creative platform.
“Data and research showed us that while awareness of our Roadside offering was very high; we had work to do to tell Australians about our extensive travel offering and our rewards program which serves 3.2m Australians,” she said.
“Our intention with this work was to simplify the customer experience and ecosystem and unify our efforts as a mutual so that Australian could understand us better.”
Credits:
Brand: The NRMA
Chief Membership Officer: Victoria Doidge
General Manager Brand and Reputation: Marie Ferrett
General Manager Marketing and Propositions: Kate McBean
Brand Strategy Agency: Houston Group
Founder: Stuart O'Brien
Executive Strategy Director: Daye Moffitt
Creative Director: Alex Creamer
Group Account Director: Kyle De Raedt
Agency: Saatchi and Saatchi
Chief Creative Officer - Mandie Van Der Merwe
Chief Creative Officer - Avish Gordhan
Creative Director - Michael Barnfield
Copywriter - Will Campion
Art Director - Jackson Elliott
Rachel Walker - Chief Strategy Officer
Associate Planner - Caitlyn Burton
Managing Director - Toby Aldred
Group Account Director - Suzanne Leddin
Senior Account Manager - Isabel Corlett
National Head of Production PXP - Michael Demosthenous
Senior Integrated Producer PXP - Anastasia Nielsen
Film Production Co: Scoundrel
Director: Lucy Knox
Executive Producers: Kate Gooden & Adrian Shapiro
Producer: Charlie Taylor
Music Re-Record: Ballpark Music
Sound Production: Squeak. E. Clean
Stills Production Co: Sam I Am
Retouching: Prodigious
Media: UM
Client Partner: Lisa Hosking
Strategy Director: Rahma El Sayed
Planning Director: Yelia Schelle
Client Director: Pascal de l’Epine
Planning Manager: Marah Bonifacio
Group Trading Director: Steven Flood
