Campaign: Right Royal Service for Iconic Tasmanian Brand

Campaign: Right Royal Service for Iconic Tasmanian Brand

The Royal Automobile Club of Tasmania (RACT) and newly appointed agency BWM Group Melbourne have created a new brand campaign to let Tasmanians know they deserve nothing short of royal treatment.

Michaela Rath-May
Posted by Michaela Rath-May

Launching on September 27, the campaign refreshes the look and feel of the iconic Tasmanian brand with the promise, ‘Get Right Royal Service’.

Each of the campaign’s five TVCs tells a unique story about the RACT’s commitment to providing Tasmanians with an exceptional service experience based on local knowledge and quality you can trust.

Mark Watkin, group managing director of BWM Melbourne, said the strength of the integrated RACT work is its engaging story telling.

“It’s easy to overlook the fact that RACT stands for Royal Automobile Club of Tasmania. No one else can promise that level of service. The campaign proves that whether it’s roadside assistance, car, home or health insurance, Tasmanians can count on the RACT to deliver it, every day,” Watkin said.

BWM Group Melbourne was awarded the RACT account after a four-way competitive pitch in May this year. The win brings across the creative services work as well as full creative and strategic duties for all RACT brands and products including motoring services, insurance, tourism and travel products.

Harvey Lennon, CEO of RACT, said: “The RACT is an evolving organisation.  Our brand and our messages to our stakeholders obviously need to evolve as well.  We felt the BWM Group was best placed to assist us with this process.

“We selected BWM Group Melbourne after an exhaustive closed tender process.  We were very impressed with the agency’s credentials in this highly competitive space, and we are very pleased with the creative executions that will officially launch at the weekend.”

The integrated campaign will launch this Saturday with the first 30-second TVC going live during the AFL grand final – right before kick-off. The campaign will also be supported by press, print, outdoor, online, social, in-store and radio.