The RAC was repositioning its brand as a modern, dynamic, approachable, advanced organisation ahead of its centenary in 1997. However, the new products and services that substantiated the new positioning wouldn't be ready until some months after launch. How could the RAC avoid accusations that the new brand was just hype with no substance?
As Group Communications Manager, Peter Hawtin initiated and developed the strategy to launch a new website to showcase and subtantiate the new brand proposition: 'the future in motion.' It was one of the first UK ecommerce sites and the first major brand in the UK to use the website as an integral part of a brand positioning. It pioneered, live traffic news and route planning online.
The RAC website attracted high value customers with higher loyalty and lower service costs. The website effectively substantiated the new brand proposition despite the delay in non-web products and services. Tracking research demonstrated that it contributed towards a significant improvement in brand consideration. The RAC website dominated the inaugural Revolution Internet awards.
Published 1st December, 2009
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