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.

Read the full story on Admonsters.

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Joseph Perello is the founder and chief executive officer of Props. Previously, he was the first CMO of the City of New York, appointed by Mayor Mike Bloomberg; Vice President of the New York Yankees; and founder of a digital agency in NYC. He serves on the boards of New York Cruise Lines, owner of the 75-year old Circle Line; and Princeton Academy of the Sacred Heart, a school for young men in Princeton, New Jersey.

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