Last year, NRMA roadside assistance workers responded to over 1.5 million breakdowns. It’s a tough job, and NRMA’s latest marketing effort places patrol workers as the face of the brand by asking members to reflect on great experiences they have had when patrol workers have gone the “extra mile”.

The ‘Extra Mile Award’ campaign will run throughout New South Wales and the ACT and asks members to nominate a patrol worker who went beyond the call of duty to help them. Entrants get a chance to win a $5,000 grant for a local charity, petrol vouchers, as well as a holiday at an NRMA holiday parks with their families. Their nominated patrol worker will score a holiday too.

“As brand relevancy in regional areas becomes increasingly important, more and more clients are seeing the need to engage with their consumers at a local grass roots level,” says Melissa Grove of Maverick PR, who devised the idea. “Every day NRMA receives letters from motorists describing the extraordinary lengths patrols go to help people, so developing a campaign which acknowledges and rewards the ‘true blue’ Aussie spirit of going the extra mile in local communities was a natural direction that also provides us with some interesting editorial content.”