Thought Leadership - NRMA 

CHALLENGE

• Garner support for the BusinessWise initiative, build awareness and ultimately increase membership numbers
• Establish the NRMA as a premier source of information and assistance for road related issues and increasing awareness of the benefits of NRMA BusinessWise membership

SOLUTION

• B-M developed BusinessWise member surveys on fuel, congestion, and ‘Australia 2020’ issues of transport infrastructure, petrol pricing and alternative fuels
• B-M and NRMA BusinessWise hosted three timely ‘BusinessWise’ media breakfast briefings – revealed survey findings and created a discussion platform on topics
• Core activities: Media Relations; Spokespeople Briefings; Survey Development; Event Management

OUTCOME

• The BusinessWise briefings received blanket coverage including headline news on evening broadcasts, reaching a combined target audience of approx 15 million via 1,520 coverage items
• 100% of coverage included key messages on fuel and congestion
• As a result of the 2007 ‘congestion’ breakfast, NSW Roads Minister Eric Roozendaal was urged to address the current crisis. The issue was given so much attention that government became involved, heightening awareness of the NRMA BusinessWise offering and ultimately meeting objectives
• As a result of the 2008 ‘2020’ briefing, Consumer Affairs Minister Chris Bowen responded to the media and  provided comment on the survey findings