The Royal Automobile Association (RAA) of South Australia has launched a new promotional effort called “Better to be a member”, featuring Trev the bee as the campaign’s mascot.
RAA CEO Nick Reade said the campaign marks a significant enhancement in the organisation’s member-centric approach.
Reade said the campaign is designed to broaden awareness about the benefits and savings that come with RAA membership, starting with their foundational services in road assistance, insurance, and travel, extending to discounts accessible upon presentation of an RAA membership card.
“We want to get to a point where every South Australian knows that being a member of RAA gives you access to a huge range of benefits and savings you can’t get anywhere else,” he said.
While approximately 350,000 members took advantage of these offers last year, a significant portion of the membership did not, suggesting potential for substantial collective savings on daily expenditures like gasoline and groceries.
The campaign’s mascot, Trev the bee, was created to foster a deeper connection with the community.
This effort involved local talents and businesses, including the creative agency kwpx, visual effects firm Rising Sun Pictures, and local musician Surahn Sidhu of Empire of the Sun, who composed the soundtrack.
RAA is also expanding its urban presence as it plans to relocate from its Mile End office to a new site at 150 Grenfell Street, aiming to be South Australia’s first upfront carbon neutral certified office building.
This move, set for the first half of 2026, is in response to the Torrens to Darlington (T2D) infrastructure project and will feature not only corporate offices but also public-facing facilities and a cafe.
This relocation aligns with RAA’s environmental objectives and will help accommodate its growing workforce, which now exceeds 820,000 members.
George Kambitsis, director of Kambitsis Group, the developers behind 150 Grenfell Street, commented on the alignment between the building’s high environmental and social governance standards and RAA’s values.
“It’s such a vindication of our decision to develop a building guided by the highest ESG principles and find in the RAA, a South Australian icon, a tenant who shares in our vision,” he said. “The central motivation was always to make a workplace that people would be proud to work at with the knowledge that the building would have the smallest carbon footprint as well as prioritising the health and wellbeing of staff by incorporating innovations not normally seen in modern office buildings.”
