To better express its values and commitment to doing the right thing, CAA Club Group of Companies – and its regional operations CAA South Central Ontario and CAA Manitoba – has unveiled a new brand tagline to be featured in its latest marketing campaign.
The new tagline – Driven by Good – was created in partnership with the creative agency BIMM. According to CAA, it reinforces why it was named the most trusted brand in Canada for the third straight year in the annual Gustavson Brand Trust Index, which was released just last week.
"This new marketing approach will help CAA Members create a deeper, more emotional connection to our brand," said CAA Club Group of Companies chief marketing officer Rhonda English. "For over 115 years, we have been helping people through advocacy and roadside assistance and for decades with travel and insurance. CAA has been approaching business in a positive and impactful way since its inception and it is time to align our marketing and communications accordingly."
CAA collected over 250 stories from its “Associates” for its new campaign. Stories include a CAA employee who cleared all the vehicles in her apartment of snow following heavy snowfall; another Associate who set up his garage into a makeshift photo studio so that he could take photos of his neighbors and their sick child; and a colleague who had scrambled to find a coat and warm clothing for someone in distress, among many other stories.
"All of these stories, big and small, show how CAA is made up of Associates who are truly driven by doing good in the world,” said English. “We are proud that our Associates bring this same approach to their work, showing that as an organization we aren't driven by profit, we are focused on keeping Members safe and adding value to their day-to-day lives.”
English added that CAA is “inspired by these kind and courageous acts, which represent a world that [the company wants] to be a part of and contribute to."
In February, CAA announced that it established an annual donation program which would see the insurer donate to three selected charities with the next three years. Through the program, CAA will be donating a total of $900,000 over a three-year period to three charities: SickKids Foundation, Black Youth Helpline and the Children's Hospital Foundation of Manitoba