New travel insurance campaign from the AA

The AA is embarking on a major direct response campaign to promote its insurance services.

The push will include press adverts and direct mail.

It highlights a range of different insurance products including travel insurance. The promotion plays heavily on the brand's heritage, built around trust, and feature the headline "When life takes a wrong turn who can you trust?"

The AA is one of the UK's most trusted brands, with a rich heritage in helping people that goes back over 100 years. While the business has diversified, trust remains at its core.

Travel insurance: News update: August 2008