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CAA South Central Ontario unveils new branding

Automotive services organization CAA South Central Ontario has undertaken a rebranding initiative. The rebranding, conducted by Extreme Group of Toronto, is intended to present the organization as more than just a roadside assistance provider. The new branding is intended to also highlight CAA's insurance and travel products, as well as its loyalty program. It includes a new logo and the tagline, "Making Bad Days Good. And Good Days Better."

A supporting launch campaign will include television, digital and print advertising, as well as participation in the 2014 Canadian International AutoShow. The television creative will begin airing in Ontario this month.

"Our members have an incredible trust in our brand and can expect that same reliability in everything we do," said Alexi Mann, director of marketing at CAA South Central Ontario. "We're a helping hand for Canadians and we are relevant every day, not just when your vehicle is stranded. Our new strategic focus for the brand is to closely align all of our offerings under one succinct emotional platform."

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