NRMA has launched an integrated campaign to promote the value and savings available through its new Member Benefits Program, NRMA Blue.

The campaign, via Saatchi & Saatchi, first aired on commercial television last Sunday, brings to life the NRMA’s strategic focus to keep people moving and broaden its offer to members beyond traditional roadside assistance and motoring.

NRMA conducted extensive research to understand what mattered most to members and customers and designed Blue to deliver a range of exclusive benefits and savings on these areas which included fuel, insurance, entertainment, travel and leisure experiences.

The campaign spans across broadcast, social media, radio, digital and OOH advertising. It is the first piece of work released since the agency’s appointment by NRMA in August this year.

NRMA group general manager marketing, Martin Whelan, said the campaign’s theme tied in well with NRMA’s strategic approach to keep people moving and broaden its value offering beyond the organisation’s more traditional services.

“NRMA Blue is about opening up the value of our membership to more people in ways that adds value every day. This campaign drives home our key theme of finding new ways to belong to the NRMA,” Whelan said.

“The campaign creative focuses on the multitude of journeys we take in our lives. NRMA Blue is designed to help you get the most out of these journeys and we believe this campaign does a great job of telling our story.” 

Saatchi & Saatchi chief creative officer, Mike Spirkovski, added: “New NRMA Blue now goes beyond the legendary roadside assistance to offer its members more benefits to enjoy every day. We wanted to showcase the beautiful country we live in and inspire Australians to get out there and explore the less expected places they wouldn’t normally consider.”