Showcase

The Brief

A challenging brief: ‘create a magazine to communicate with all our Members and make it cost-neutral'. With a circulation of 3.8 million, The AA Members Club Magazine is the UK's 2nd largest publication.

The Challenge

The objective of the title is to foster Member loyalty, improve retention, encourage take-up of offers and reinforce the brand as the motoring ‘voice of authority'.

Editorial Response

The mini-mag format is cost-efficient and many Members retain the magazine in their glove box. It's designed to appear attractive and engaging without looking over-glamorous or glossy. Great AA Member offers and useful motoring advice are used to engage the reader and reflect the AA motto ‘You've got AA friend'. To complement the magazine and communicate further with Members, The AA Members Club ezine was launched.

Results

Ezine readership results are excellent and online open rates average 28%, with click-throughs to offers averaging 5%.
"...their understanding of the AA brand and marketing strategy has been invaluable in making The AA Members Club work so well for us." sam day -AA marketing.