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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