How AAA Uses Content to Attract Younger Members

The Brand As Publisher

Few American brands have endured as long as the American Automobile Association (AAA). What began in Chicago in 1902 with 1,500 members now has over 60,000,000 members in all 50 states and Canada with services that include roadside protection, car care, travel, insurance, and financial services.

After 118 years, the AAA brand has come to mean reliability and responsiveness. It continues to increase its membership and other powerful brands seek to align with AAA to gain from the glow of this trusted American institution.

But the changing culture, habits, and behaviors of younger Americans prompted AAA to rethink how it enrolls audiences under 45 years old. In 2019, AAA began to shift more of its membership marketing investment from ads into content.

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Joe is the founder and CEO of Props. Previously, he was the first CMO of the City of New York in the Bloomberg Administration, and was recognized by Harvard Business School as the most innovative initiative of any city. Joe founded and bootstrapped an award-winning digital ad agency. He was VP for the New York Yankees, working directly for the late George M. Steinbrenner III, and helped the team break attendance and revenue records. He was an executive with David Bowie’s internet start-up UltraStar and started his career as a direct marketer with credit card pioneer MBNA America. He’s on the board of New York Cruise Lines and Princeton Academy. He is a graduate of the University of Delaware.

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