RAC, West Coast lift brands

The RAC’s brand reinvention, and the West Coast Eagles’ uncanny ability to overcome significant negative sentiment, has propelled the two brands into the top three most improved brands of the past year.

The West Coast Eagles have suffered arguably their most controversial year since its inception in 1986, due largely to a series of controversial off-field incidents.

One communications expert told WA Business News the Eagles brand had weathered controversy that “would put most brands in mothballs”.

This season, 303 Group helped create a series of ads focusing on last year’s AFL premiership win but with a key message – it was a team performance and the team, not just one player, creates the triumphs.

Some advertising executives described the RAC’s “our members are happier” ad campaign as a “coherent campaign” that was “visually attentive” and created a high profile.