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CAA debuts new branding

The Canadian Automobile Association of South Central Ontario has adopted a new tagline: “Driven by Good.” According to the organization, the tagline is intended to reflect the work of its staff to serve its members. The tagline is part of an overall brand update intended to bring more consistency to the association’s marketing. It was developed in collaboration with Bimm. The association has begun a new advertising campaign to introduce the branding to consumers.

“This new marketing approach will help CAA members create a deeper, more emotional connection to our brand,” said Rhonda English, chief marketing officer at the CAA Club Group of Companies. “For over 115 years, we have been helping people through advocacy and roadside assistance and for decades with travel and insurance. CAA has been approaching business in a positive and impactful way since its inception and it is time to align our marketing and communications accordingly.”

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