The RAC has launched a direct marketing campaign through Lowe
Direct for RAC Drive, a membership service aimed at learner drivers.
The move follows the RAC’s acquisition of the driving school, BSM, last
November. RAC Drive will be available free to BSM’s 120,000 learner
drivers, who will receive the RAC Drive pack around the time of their
tenth lesson.
The pack contains an RAC membership card that gives drivers access to
benefits, including help with buying a car, free technical and legal
advice and tips on car maintenance and driver safety.
RAC Drive members will be able to use RAC breakdown assistance with a
set fee of pounds 49 per call-out and can upgrade to full RAC membership
at half the normal price.
Findlay Caldwell, RAC’s managing director, membership and marketing,
said: ’We talked to hundreds of BSM learner drivers and 70 per cent said
they intended to buy a car on passing their test.
’By mailing new drivers we can draw on the established trust and loyalty
they have with BSM to communicate the expertise of the RAC. RAC Drive
introduces new drivers to the RAC at a time when they need it most.’
The pack was written by John Taylor and art directed by Darran Fry at
Lowe Direct.
