The Road Ahead Sampler : December 2013
walking the talk RACQ'S LATEST ADVERTISING CAMPAIGN HIGHLIGHTS THAT WHAT THE CLUB DOES IS FOR THE WELLBEING OF ITS MEMBERS. STORY DEB ECCLESTON member ESSENTIALS ANYONE WHO HAS been stranded on the roadside knows the feeling of relief that comes when help is at hand. For more than 100 years, RACQ has been that helping 'hand'. Capturing the relief felt by people on the receiving end was the challenge faced by the production team behind the Club's latest commercial. Rescue Me, filmed on location throughout south-east Queensland, is an emotion-charged account of ways the Club helps people in times of need. Essentially, the aim was to capture the essence of the RACQ spirit, according to RACQ executive manager Marketing Communications John Devaney. "One of our staff made the comment that at RACQ, they believe that rescuing permeated our entire culture," he said. "That leapt out as the closest thing to our DNA." Mr Devaney said one of the main challenges in creating the commercial lay in deciding what elements to focus on, given the breadth and depth of services offered by the Club. RACQ offers more than 35 member services and products, all with the aim of increasing the value of membership and making the Club an important part of members' everyday lives. "If you take RACQ, particularly the roadside and insurance, the core of it is about rescuing people," Mr Devaney said. "It's about when they're trapped in a situation they really can't solve on their own, and they're not quite sure which direction to go and which way to step. They can call us and we'll come and provide assistance." From freeing a baby locked inside a car, to air- lifting an injured hiker from a rugged cliff-face, the ad is a poignant reminder that RACQ exists to help people through roadside assistance, the Helicopter Rescue Network and in its capacity as one of Queensland's largest insurers. Given the focus of the commercial, the classic Fontella Bass song 'Rescue Me' was an obvious choice for the backing track. Rather than use the original version, Brisbane singer Jasmyn Kennedy recorded a cover of the track that struck an emotional chord with anyone who heard it, Mr Devaney said. RACQ TO THE RESCUE • Last year, RACQ attended more than one million roadside assistance calls across Queensland. • Last year, the RACQ-sponsored helicopter rescue network flew more than 1200 life-saving missions from Karumba to Coolangatta. • Since 2011, the RACQ Foundation has approved funding totalling $7 million to help more than 120 community groups recover from natural disasters.
August September 2013
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