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Winter driving



We used our contacts in the national news and automotive media to produce and develop relevant ‘winter safe’ driving stories with expert advice and tips disseminated to increase safety and build awareness of the RAC’s various recovery products.


- Business objectives

- Competitor analysis

- Audience analysis

- Audience segmentation

- Market identification

- Media identification

- Discipline integration

- Message development

- Editorial focus

- Photography direction

- Online content

- Consumer engagement

- Copywriting & tone of voice

- Measurement, evaluation & ROI


- Using a range of creative PR disciplines and online and offline media platforms, we secured large-scale coverage in the national media to position the RAC as the UK’s leading breakdown recovery service.

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