ABOUT

Background
The AA asked us to look at what the experience of being a Gold Member of the AA should look like – and how it should make Members feel: We’ve come a long way together. Every twist and turn of every journey. So you should expect more from your membership. Extra cover and benefits to help keep you moving. Not available to other Members. Weekend road trip to Europe? No need to ask. Replacing lost keys? They’re on us. But that’s just the start.
Membership gets more rewarding over time. For those roads still undiscovered. Because without you, we wouldn’t be here. So make the most of it. You’ve earned it.

Objective
Make Gold Membership more compelling to increase retention within all tenures.

Task
Design a series of engaging DM and eDM which communicate the objective across all touch points in the Member life-cycle.