'We keep you moving' the heart of NRMA's new brand campaign

23 October 2017

The NRMA has launched its new Everywhere You Go, We Keep You Moving campaign to showcase the organisation’s product and services offering to Members and customers beyond its legendary roadside assistance service.

The campaign builds on the success of the previous advertisement and again features a cover of the iconic 500 miles. It is seen through the front seat of a moving car and again features NRMA’s 11-year old hero and her patrolman father.

The advertisement focuses on the interaction Members have with today’s NRMA, including:
- An NRMA patrol helping a Member broken down on the side of the road
- An NRMA Car Servicing mechanic servicing a car
- A customer accessing NRMA’s new Mobile Car Servicing service
- A customer checking in to a Travelodge Hotel, which is jointly owned by the NRMA
- A customer picking up a rented car from Thrifty Car Rental
- A family enjoying a stay at an NRMA Holiday Park; and
- A family using their NRMA app to find cheap fuel.

The campaign reflects the growing breadth of services and offerings now accessible through NRMA membership. This year, the NRMA acquired Australian Tourist Park Management, making it Australia’s second largest owner-operators of holiday parks.

The NRMA opened a new Car Servicing centre in Gladesville with more centres scheduled to be opened this year. The organisation has also launched its new Mobile Car Service so that Members can get their car serviced from the comfort of their own home or at work.

NRMA Executive General Manager Sales & Marketing Emma Harrington said the new brand campaign told the story of the growing value that could be gained from being a Member of the NRMA.

“It is no coincidence that the NRMA story ends with our family arriving at one of Australia’s fantastic beaches for their holiday and that the NRMA helped them every step of the way – that’s the changing nature of this iconic organisation as we approach our centenary in 2020,” Ms Harrington said.

“We have invested in services that keep you moving and our changing focus is to not just be there when you break down, but to also provide the type of proactive services that can help prevent you from breaking down in the first place,” Ms Harrington said.

“The NRMA is also one of Australia’s largest owners of tourism assets through our holiday parks, hotels and car rental business. We want our Members to enjoy this great country and we want to help them every step of the way.”

The NRMA campaign was produced in conjunction with Y&R.

Contact: Saoirse Connolly