The first burst of poster activity kicks off on March 19, consisting of 96-sheet and 46-sheet posters appearing at 4500 sites across the UK.
The second burst will launch on April 7. An ambient campaign using media such as bus rears, car-park barriers and building wraps will support the poster blitz. Media is through Manning Gottlieb OMD.
Creative work, by M&C Saatchi, promotes AA's 'Just AAsk' identity, which aims to reposition the brand as more than a breakdown services brand and promote it as a multi-service provider backed by a £22m investment over three to five years (Marketing, May 16, 2002).
AA sales and marketing director Clare Salmon said: "We plan to take a series of poster sites along important routes to provide repetitive impact, and to pick sites where we can cluster posters to create visual impact and get across the message about the AA's range of products."
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