AA spends £22m on rebranding to emphasise width of product range

May 2002
Marketing Week;5/16/2002, Vol. 25 Issue 20, p7
Trade Publication
Reports the brand repositioning of the motor parts supplier AA in Great Britain. Budget for the relaunch of the advertising campaign; Services offered by the company; Enhancement of product cross-selling.


Related Articles

  • AA unveils responsive poster drive for AAsk.  // Precision Marketing;3/21/2003, Vol. 15 Issue 23, p6 

    Reports that AA Corp. is embarking on a responsive outdoor campaign to raise the profile of its Just AAsk branding. Target population; Plan to shift people's perceptions of the AA to that of a multi-service provider; Media buying.

  • Advalue. Clay, Peter // Marketing Week;5/14/1998, Vol. 21 Issue 11, p44 

    Opinion. Presents information on the Automobile Association (AA) in the United Kingdom, while focusing on the success of the `4th Emergency Service' advertisements used by AA to boost its membership and improve its service. When the advertisements were aired; Detils on footage in the...

  • AA spends £22m on services push. Arnold, Matthew // Marketing (00253650);5/16/2002, p4 

    Reports on the move of AA in launching a advertising campaign to push services in Great Britain. Details on the advertisement; Aims of the company on introducing additional services; Statement of AA marketing director Clare Salmon on the move.

  • AA homes in on insurance market as roadside rescue takes back seat.  // Precision Marketing;1/4/2002, Vol. 14 Issue 14, p3 

    Reports on the advertising campaign for the home insurance service of Automobile Association (AA). Details on the campaign in various media; Activities of AA in promoting its image as a provider of home insurance service; Method used by AA to increase its share in the insurance market.

  • AA readies £4m outdoor blitz to back all services.  // Marketing (00253650);3/20/2003, p4 

    Focuses on plans of AA Corp. for expenditure on outdoor advertising campaign to promote its products as of March 2003. Highlights of the campaign' agenda and organizers.

  • AA unveils 'battle of the sexes' viral drive.  // Marketing Week;11/1/2001, Vol. 24 Issue 38, p15 

    Reports the viral campaign run by AA Insurance Services to promote its website, www.argu-mate.com. Customer target of the campaign; Development of the viral campaign concept; Mechanism of the game.

  • Breakdown and beyond. Jones, Morag Cuddeford // Brand Strategy;Jun2002, Issue 160, p16 

    Focuses on the advertising campaign Just AAsk of insurance firm Automobile Association in Great Britain. Background on the brand; Description of the approach of agency M&C Saatchi; Process of the campaign development; Commentaries about the marketing approach; Discussion on brand strategy.

  • HHCL ads highlight human side of AA. Newland, Francesca // Campaign;04/14/2000, Issue 15, p4 

    Features the advertising campaign created by HHCL & Partners for automobile services company AA. Aim of the campaign; Media used in the campaign.

  • AA picks M&C Saatchi to handle £10m ad task. Kleinman, Mark // Marketing (00253650);12/20/2001, p5 

    Reports on the appointment of M&C Saatchi by the Automobile Association to handle its advertising account in Great Britain. Job responsibilities; Partnership with realtime and Rapier; Head of the AA marketing.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics