Media First Concept:Give away 1.2 million Sunday Telegraph Newspapers at half-price (90c) courtesy of NRMA More4Members ("another way NRMA helps you save").This developed into total media “ownership” of the Sunday Telegraph on Sept 7th with a 4pp wrap around and strip ads across key lifestyle sections.We also ran a $100,000 promotion requiring readers to hunt through the paper to find 4 NRMA vans each with a different NRMA partners logo on them to win a Toyota Prius or a $100 Gift Card and find out about the 68 rewards partners and the savings they offer

For the first time in 17 years we arrested a decline in membership sales delivering over 5,000 new NRMA Members.Plus the promotion generated 10,000 online entries / database leads*46% of non-NRMA members said they now felt “more positive about NRMA”*1 in 4 non-members (24%) said they were now actively looking to join.*37% of NRMA members said they felt “more positive about NRMA”.*70% of NRMA members asked spontaneously about the extended savings and benefits NRMA offers beyond roadside assistance.*Nielsen Research 2008