The RAC Club: A social media strategy to highlight discretion

Develop a social strategy to which balances members’ desire for privacy and the Club’s desire to highlight all it has to offer - particularly to potential employees.
The RAC Club: A social media strategy to highlight discretion
In: Social media strategy, Content creation and social media, Communications strategy, Projects

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.

The team
🧐 Strategy: Chris Reed
✍️ Social content Creation: Naomi Isaacs
Written by
Chris Reed
I set up Restless Communications in 2011 to create strategic and integrated campaigns for brands I believe in. Away from work I shout at Arsenal, listen to loud music, and walk my dog.
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