AAA Unit Takes to Highway One

SAN FRANCISCO – Highway One last week entered into strategy sessions with its newest client, the California State Automobile Association, to plan the launch of a multimedia campaign later this year in the AAA organization’s Northern California, Nevada and Utah territories.
The shop will work closely with the association’s general ad shop, TBWA/Chiat/Day, San Francisco, which in March launched an estimated $5-10 million regional campaign for the client in Northern California. The work is tagged, “It’s your road,” and alerts consumers to AAA resources such as global travel services.