AA turns its back on £22m 'JustAAsk' campaign

by Ben Bold, Marketing 13-Oct-04

The AA is to axe its 'Just AAsk' strapline after its new owners decided to reverse its positioning as a multi-service business selling products that range from breakdown recovery to home insurance policies.

Marketing has learned that chief executive Tim Parker is to reinstate 'The fourth emergency service' line, which was replaced by 'Just Aask' two years ago at a cost of £22m.

The decision marks a renewed focus on the AA's core business of motoring services.

The withdrawal of 'Just AAsk' will affect all aspects of the AA's communications as well as its fleet of 3500 recovery vehicles, which currently carry the line.

Last week the AA ousted seven board-level marketers, including AA Financial Services director Clare Salmon and AA marketing director Emma Kenny (Marketing, 6 October).

The redundancies came in the wake of the AA's takeover by venture capitalist groups CVC Capital Partners and Permira.

News analysis, page 15.