Driving awareness in the business market for RAC

Challenge

The RAC is a trusted and long-established brand amongst motorists but how much is known about its business division?

RAC Business challenged Speed Communications to change the perception that it is simply a breakdown service and to promote its business services amongst company car drivers, managers and fleet operators.

Viewed as a key growth division within the company, RAC Business had high expectations from its PR campaign, all of which had to be delivered on a modest budget.

Solution

Speed has spearheaded a twelve-month campaign over a wide range of media channels. We’ve used exclusively commissioned research on car drivers’ habits to highlight management issues; we’ve helped RAC Business respond quickly to the news agenda across a range of relevant issues and placed articles and thought-leader pieces in national, local and trade publications.

Journalists now routinely come to Speed Communications for comment and members of the RAC Business team are regular bloggers and columnists across the fleet car sector and beyond.

Results

So far this year, Speed Communications has exceeded coverage targets by more than 100%, securing quality pieces across fleet trade, national and key sector media.

PR activity around the RAC’s launch of its Onward Travel service in March 2015 resulted in a leap in sales, rising from 18% to 31%. Content developed by Speed in the RAC Business newsletter around the rise of dashboard cameras prompted 1,300 hits to the RAC shop webpage within 24 hours.

Since January, monthly sales of the RAC’s telematics system have more than doubled. This has been attributed to Speed publicising the Transport Research Laboratory’s endorsement of the product.

 

13% increase in sales 1300 web hits