PHILADELPHIA, PA — As states re-open and travelers look forward to the next journey, creative agency Fact & Fiction and AAA Mid-Atlantic have partnered to launch The Extra Mile, a new online experience built on AAA’s 100-plus years of travel and automotive expertise.
With over 90% of all U.S. adults accessing the internet on a regular basis, The Extra Mile is a part of a continuing effort to enhance the AAA member experience, using digital content to inspire them to explore, embark upon and share the open road.
The Extra Mile was created to become an essential, trusted resource for members seeking insight and information across the travel and automotive landscapes. Content on the new site helps members feel confident in their travels through AAA’s advice, tutorials and reviews. The site also includes storytelling that showcases members’ real-life experiences and associates living out AAA’s values to show the real people behind the brand.
The campaign is available to all six million AAA Club Alliance members.
“We’re excited about our latest project with Fact & Fiction, which enables us to create a new online experience for our members, one that delivers both information and inspiration to multiple generations of AAA members,” said Scott Lugar, chief marketing officer, AAA Club Alliance. “We hope that by offering these real-life stories, intertwined with advice and recommendations gleaned from AAA’s years of travel and automotive expertise, we can provide members with an enhanced experience that is both helpful and entertaining.”
The ‘The Extra Mile’ includes a series of explainer videos called The Re-Jargonator, which takes complicated topics like finances, insurance and loans and finds ways to explain confusing topics to people in easy to understand, choose-your-own-adventure style analogies. Viewers can learn about jargon-laden topics like APR, amortization or credit scores through relatable situations involving candy, dogs or baseball.
As a part of ‘The Extra Mile’, Fact & Fiction has produced the site’s first docu-style piece, “In His Shoes,” the heartwarming tale of small-town AAA tow driver Tim Gray of rural Virginia. The video highlights Tim’s life mission of helping others underscoring AAA’s reputation for reliable and courteous service across its business lines.
The content hub is also home to stories of real AAA members, like the Smiths, who have been camping as a family at Yellowstone Park for over 85 years.
“AAA has such a rich history in being a leader in helping people that we wanted to provide a modern way to bring these stories to life” said Kyle Taylor, founding partner, Fact & Fiction. “While most people know AAA for roadside assistance, there is so much more value they bring to members. We’re honored to help share the true essence of AAA, good people helping people.”
The ‘Extra Mile’ is the latest project between AAA and Fact & Fiction, which worked together in various strategic and creative capacities since 2016.
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