RAC Launches New Site

LONDON, July 4 --

In partnership with AKQA, the RAC has launched a new site at http://www.rac.co.uk. It has been redesigned with an intuitive customer interface, streamlined navigation, revamped online services and enhanced search options.

The new site heralds the first major digital initiative from the RAC since the acquisition by Aviva and reflects the organisation's investment in online infrastructure and improved online content and services.

Online advertising campaign supports re-launch

To support the launch, an online advertising campaign focused on driver support, safety and providing the RAC's wealth of motoring "know-how" is also running on portal sites such as MSN, Tiscali and Yahoo, in addition to targeted partnerships on the Autotrader and National Rail websites.

Live traffic information in a banner

An interactive banner on Tiscali allows the user to select a region within the UK to see live traffic information for that specific area. Additionally, banner ads on the RAC homepage highlight the RAC World Cup Route Planner, helping fans find their way across Europe throughout the duration of the tournament.

"The new site provides a well designed and easy to use experience that taps into the wealth of motoring knowledge and expertise built up by the RAC," said Jonathon Brown, Head of Digital Marketing at RAC. "Working with AKQA we have delivered the first phase of our journey, and we look forward to a partnership that will continue to provide unique content and services for the benefit of our customers."

AKQA is working with RAC on delivering a series of mobile initiatives, as well as assisting with customer retention and acquisition initiatives.

http://www.rac.co.uk

About RAC

With around seven million members, RAC is one of the UK's most progressive motoring organisations, providing services for both private and business motorists. Whether it's roadside assistance, windscreen repair and replacement, learning to drive, vehicle inspections and checks, legal and financial services or up-to-the-minute traffic and travel information -- RAC is able to meet motorists' needs. RAC incorporates BSM, RAC Auto Windscreens, RAC Direct Insurance and HPI.

Aviva (the owner of Norwich Union) bought RAC in May 2005. This acquisition brings together RAC's powerful brand and customer base with Norwich Union's expertise and leading position in the motor insurance market. Norwich Union is the UK's largest general insurer, insuring one in seven motor vehicles and with a market share of around 14 per cent.

About AKQA

A recognised pioneer and innovator, AKQA provides ideas, insights, customer relationship marketing and e-commerce solutions to the world's leading brands. An independent agency, AKQA has offices in London, San Francisco, New York, Washington DC, and Singapore.