NRMA's Bold New Campaigns and Brand Strategy: A 104-Year Evolution Unveiled

NRMA Unveils New Brand Strategy and Campaigns

The NRMA has recently launched two exciting new campaigns along with a refreshed brand tagline, showcasing its evolution over 104 years. The creative direction for these campaigns was spearheaded by Saatchi and Saatchi, while the brand strategy update was led by the Houston Group.

A Legacy of Service

The NRMA, as Australia's largest and longest-serving mutual, was designed to serve the needs of Australians. The new tagline complements the iconic 104-year-old logo, highlighting the core pillars of NRMA’s offerings: road, travel, and rewards, catering to its 3.2 million members nationwide.

Expanded Offerings for Members

In 2024, the NRMA has broadened its product offerings beyond its renowned roadside assistance to include a vast portfolio of over 70 travel destinations. This includes holiday parks, resorts, lodges, cruises, and various experiences. Additionally, the NRMA has enhanced its roadside support by partnering with SIXT Car Rentals and establishing Australia’s largest EV Charging Network.

Growth of the My NRMA Rewards Program

The My NRMA Rewards program continues to grow, now boasting 3.2 million members who enjoy benefits while traveling and on the road. According to NRMA Group CEO Rohan Lund, the updated brand positioning reflects the expanding and diversified range of products and services, emphasizing the importance of maintaining the brand's heritage while showcasing its growth.

A Unified Advertising Campaign

The recent advertising campaign emphasizes NRMA’s diverse portfolio with a message that resonates with all Australians, regardless of their destination. Victoria Doidge, NRMA's Chief Membership Officer, noted that this is the first time the Road and Rewards campaigns have been unified under a single creative platform. The goal is to enhance customer understanding of the NRMA's extensive offerings and simplify the overall experience.

Watch the Campaigns in Action

• Campaign Video 1
• Campaign Video 2
• Campaign Video 3

Brand Strategy Team:

• Chief Membership Officer: Victoria Doidge
• General Manager Brand and Reputation: Marie Ferrett
• General Manager Marketing and Propositions: Kate McBean

Creative Agency:

• Saatchi and Saatchi
• Houston Group

This evolution signifies not just a change in branding but also NRMA's commitment to adapt and grow with its members, ensuring they are supported on every journey they undertake.