Road Trips

The AA & Secret Escapes

Agency: Goodstuff

When restrictions relaxed in May last year the nation was ready for a UK getaway and the summer staycation surge began. Rather than campaigning based on breakdown fears, The AA challenged us to help more drivers to not just holiday safely in their car, but to experience more with it again. Meanwhile, fellow Goodstuff client, Secret Escapes, were looking to add more value to their staycation experience and found their perfect travel companion in The AA, thanks to their extensive road, restaurants, and area expertise.

Together, we created Road Trips, a collaboration to celebrate the freedom of the open road and help stay-cationers to unlock the joy of the journey. Our partnership co-created a new bookable function on Secret Escapes, complete with an interactive map detailing nine of the UK’s best road trips, supported by premium video content, integration throughout the Secret Escapes website, co-promotional emails, and paid media amplification across social, digital display, video, and press. Road Trips helped more drivers to engage with The AA beyond breakdown, recruit new members, and helped to boost bookings for Secret Escapes.