AAA Washington
Turning Everyday Moments into Everywhere Presence – An award-winning approach to growth on a limited budget.
Situation:
AAA Washington needed to grow membership while operating with a constrained budget. Rather than spreading media investment across multiple markets, the challenge was identifying where a focused strategy could generate the greatest impact—while expanding awareness beyond roadside assistance and connecting with younger audiences.
Through market analysis and audience research, we identified Spokane as AAA’s highest-growth opportunity.
Unlike larger metro markets, Spokane’s residents largely live, work, and socialize within the community, creating a rare opportunity for true market saturation. Combined with lower media costs, strong local culture, and a robust event calendar, Spokane offered the ideal environment to maximize impact from a limited budget.
Action
Media+ developed the “Win Spokane” strategy, an integrated campaign designed to make AAA part of everyday life.
By aligning media placements with the moments, places, and experiences that define Spokane, we created a highly visible presence across the market. Local icon Sir Mix-a-Lot helped bring authenticity and cultural relevance to the campaign, while a coordinated mix of OOH, TV, streaming, radio, social, digital, partnerships, and events ensured AAA showed up wherever Spokane residents lived, worked, and played.
OOH dominated key commuter corridors and local landmarks, Sponsorships aligned across iconic community events, and media placements prioritized local news, sports, and other high-community minded environments.
Results
2.3X
Annual membership growth goal exceeded
+ 49%
Acquisition rate lift
+ 40%
Increase in website traffic
Success wasn’t driven by budget—it was driven by local relevance. By embedding AAA into the fabric of Spokane, we became part of the community—not just the media mix—and delivered outsized results.
