The vehicle-recovery firm has hired Square One to produce RAC World after the agency was responsible for a successful trial of the title last summer. The initiative marks a return to customer-publishing for the RAC after a hiatus of three years.
RAC World will be mailed to 500,000 RAC members three times a year. It is intended to connect with those who may not come into contact with the brand other than during a roadside recovery or membership renewal cycle.
The magazine, which will be used to promote RAC services and reinforce key brand messages, has been designed to have a club-like feel, providing members with informative editorial.
Although RAC World will be sent to both men and women, it is intended to appeal primarily to women as, according to the RAC, they often act as the household's 'gatekeeper' for direct mail.
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