RACV

The Royal Automobile Club of Victoria (RACV) provides over 2 million members with motoring and mobility, home, leisure, financial services and general insurance services.

Rhyme & Reason worked with RACV to define the future of its owned marketing communications channel – the RoyalAuto magazine. Circulation: 1.3 million+. Readership: 1.6 million to 1.8 million per edition w/30 day shelf-life.

3 questions were key…

1. What is RoyalAuto Magazine’s return on investment considering it is:
• A member benefit
• A political advocacy tool
• An RACV communication & advertising tool

2. How does RoyalAuto Magazine compare in ROI of other campaign media – TVC / Out of Home / Digital?

3. How should RoyalAuto Magazine fit into RACV’s 360-degree content and the migration of audiences to digital?

Rhyme & Reason’s response presented strategic recommendations focusing on RoyalAuto’s digital migration. Actionable recommendations based on readership behaviours to target the right audience, with the right content via the right channel. And measurable recommendations to optimise the return on RACV’s investment in Royal Auto.

Services

• Return On Marketing Objectives
• Customer Segmentation & Targeting
• Channel Planning