NRMA Launches ‘Every Trip Matters’: A New Strategy to Reach Australia’s Diverse Driving Communities
In a significant shift in its engagement strategy, NRMA Roadside Assistance has partnered with multicultural marketing agency CulturalPulse to launch ‘Every Trip Matters,’ a campaign specifically designed to build stronger connections with Chinese and Indian Australian drivers across New South Wales and the ACT.
This initiative marks a milestone for the iconic motoring organization, representing its first-ever campaign produced entirely in-language.
Bridging the Representation Gap
The partnership was born out of a data-driven insight. Using CulturalPulse’s proprietary “AskGenie” audience intelligence technology, an analysis of NRMA’s 3.6 million-strong membership base revealed a striking discrepancy: while Chinese and Indian Australian communities exhibit high car dependency, they remain significantly under-represented within the NRMA’s existing member demographic.
Recognizing that a simple translation of existing marketing collateral would be insufficient, the NRMA moved to prioritize cultural relevance over mere linguistic conversion.
“The NRMA wants to understand the experiences of these communities that we hope to represent and serve,” said Kate McBean, general manager of marketing and proposition for NRMA Roadside. “Simply taking our existing marketing campaigns and translating them into other languages is not how we want to show up for your community. ‘Every Trip Matters’ reflects that thinking. We want every Australian to feel that NRMA Roadside Assistance is there for them, wherever they go.”
Authentic Storytelling over Actors
The campaign moves away from traditional advertising tropes, opting instead for a story-led creative approach. The content—available in English, Hindi, Punjabi, Mandarin, and Cantonese—features real families and community members rather than hired actors, grounding the brand’s message in genuine lived experiences.
To ensure the message resonates, the campaign is supported by:
- Cultural Media and Community Distribution: Targeted outreach across trusted ethnic media channels.
- Dedicated Landing Pages: Tailored digital portals providing in-language information.
- Educational Initiatives: NRMA technicians are conducting in-community sessions to build trust and offer practical vehicle advice.
- Incentives: A three-month free membership offer is being used to lower the barrier to entry for new members.
A Masterclass in Cultural Intelligence
Rohan Nayee, head of client services at CulturalPulse, emphasized that the campaign serves as a blueprint for how brands should engage with Australia’s increasingly diverse population.
“The campaign demonstrates why reaching multicultural Australia requires more than an in-language execution,” Nayee said. “Language matters, but translation alone doesn’t build relevance. You need to understand the audience first, then carry that understanding through the creative, the media, the customer experience, and how you show up in the community.”
The project, which represents the first collaboration between the two organizations, is currently live across major Western and Asian social media platforms and digital channels. For more details on the launch, you can read more about the in-language campaign here.
Campaign Credits:
- Client: NRMA Roadside Assistance – Kate McBean, Inta Weir, Adelene Sharma, Jenna Dancic
- Agency: CulturalPulse – Rohan Nayee, Patrick Skene, Dee Raghavan, Jake Swarts, Gabriella Angel
- Production: Screentide – Adam Marks, Karl Conti
