AAA Taps Direct Shop

Hill, Holliday Direct was tapped to develop an integrated marketing campaign for the
American Automobile Association as the organization looks to strengthen its brand identity.
The shop, a unit of Hill, Holliday, Connors, Cosmopulos here was selected for the assignment by the national AAA office in Heathrow, Fla., after a review of undisclosed agencies, according to client representative Karen Pelczar. “We do not have an agency-of-record relationship,” she said.
Hill, Holliday Direct was retained to “investigate the development of creative concepts” on a project basis, Pelczar said. “This is a very small piece of what it could be potentially.”
The assignment could include TV, radio, print and interactive efforts. No budget was disclosed.
Unlike most franchise organizations, in which policies and practices are established by a national body, AAA is run by its 93 local clubs from the bottom up. Each member contributes marketing funds to the national office, which exists solely to service the clubs, Pelczar said.
Some members think the AAA brand is not as strong as it could be, sources said. To that end, AAA is looking for ways to build awareness of its services, which include emergency roadside assistance, insurance, credit cards and travel planning. AAA has 40 million members through its clubs in the U.S. and Canada.
Each club directs local activities, including marketing and advertising, and may have its own agency relationship. Those relationships would not be affected by the task assigned to Hill, Holliday Direct, Pelczar said.