The Royal Automobile Club is one of the world’s most famous private members’ clubs. For good reason.
And one of the things the club prides itself on its discretion - the Pall Mall clubhouse is a sanctuary from the bustle of London. And the Woodcote Park clubhouse is renowned for its sport and social facilities.
So the communications challenge the RAC Club has is a unique one: how can we tell a consistent story about all that we offer to our members (and staff) while at the same time maintaining our members’ privacy?
We were asked to help the team consolidate and streamline all of the club’s social channels and develop a strategy which could span members’ interests, event-booking, HR & recruitment, and motoring.
We spent time at the RAC Club on the Mall and at Woodcate Park to undersand the club's culture, the high quality of all that they they offer, and exactly waht is on offer for members.
Our work ranged from developing the idents for club videos, through to providing coaching on writing for social channels.
The results
The club’s social channels now tell a more consistent story to all their audiences
Audience growth and engagement on those channels (particularly Instagram) surpassed expectations.
