New campaign for 104-year-old iconic Australian brand

The NRMA was purpose-made to serve Australia as the country’s largest and longest serving mutual. Last night the NRMA launched a new tagline to sit alongside the 104-year-old logo which amplifies the three main pillars of the NRMA’s key membership offering to its 3.2 million members nationwide of Road, Travel and Rewards.

This brand update and strategy has been done in partnership with Australian brand strategy and design agency Houston Group.

In 2024 NRMA’s product offering to its members and customers now extends across its legendary roadside assistance to also include one of Australia’s largest stables of over 70 travel destinations across holiday parks, resorts, lodges, expeditions, cruises and experiences. In addition, it has grown its support on the road to include SIXT Car Rentals and Australia’s largest EV Charging Network.

The NRMA is also rapidly growing its My NRMA Rewards program nationally, now with 3.2m members, who benefit from rewards on the road and when they travel.

NRMA Group CEO Rohan Lund said the revised positioning of the NRMA brand captured its growing and diversified products and services offering.

“We are custodians of one of Australia’s most-beloved brands – ranked 9th most trusted in Australia – so it was vital we stay true to its tradition while also telling the story of how this 104- year-old company is changing and growing.”

Last night saw the NRMA launch its new advertising campaign with a focus on the NRMA’s diverse portfolio under the theme that NRMA is there for all Australians, whoever they are and wherever they are going.

Campaign creative was developed by Saatchi and Saatchi and will roll-out nationwide.

NRMA Chief Membership Officer Victoria Doidge, who joined the NRMA six months ago said this was the first time NRMA’s Road and Rewards campaigns shared an enterprise creative platform.

“Data and research showed us that while awareness of our Roadside offering was very high; we had work to do to tell Australians about our extensive travel offering and our rewards program which serves 3.2m Australians,” Ms Doidge said.

“Our intention with this work was to simplify the customer experience and ecosystem and unify our efforts as a mutual so that Australian could understand us better.”

Campaign materials and collateral can be found at: www.mynrma.com.au/roadtravelrewards