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NRMA Open Road Initiative

07 Feb 2011

Car insurance brand NRMA is launching a new campaign to promote its redesigned Open Road.


Tony Stuart, group chief executive at NRMA Group, said: "Open Road has been continuously published for nearly 90 years and is a staple read for many of NRMA's 2.2 million members. "Catering to the tastes of so many Members is a huge challenge, however the key to its success is our ability to deliver unbiased car reviews and opinions, authoritative motoring advice, advocacy and inspirational travel features."


NRMA has also centralised its car testing and reviews under Isaac Bober who was recently appointed as NRMA's motoring editor.


The January/February Open Road features NRMA President Wendy Machin on the cover and a call to action for motorists to speak up before the NSW election.


The NRMA is urging motorists to "red flag" a local street intersection or a section of a major highway that causes motorists to see red. It could be where three lanes merge into two, traffic lights are out-of-sync and cause major delays, or a problematic roundabout.


Created by Sydney agency Maverick, the PR campaign will break February 2 and run for two months. The redesign was led by editor-in-chief David Naylor and Peter Sewell, creative director at NRMA Publishing, and is the first refresh for five years. Enhanced features include a new masthead, layout and fonts.


Open Road is distributed to more than 1.6 million households predominantly in NSW and the ACT.


Source: B&T


OPINION/FEEDBACK TO THE EDITOR



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