RAC is working with gift card company ‘InComm’ to distribute and market a new breakdown gift card, which is being launched in 600 Shell forecourt outlets throughout the UK, with plans to roll out to further outlets during 2011.
The new credit-card sized gift card costs £29 and provides single-use breakdown cover – once registered it is valid for one roadside breakdown anywhere in the UK.
Shirley Gabriel, RAC marketing manager, said: “The breakdown market continues to evolve and offering new and relevant ways of purchasing cover will appeal to consumers and ensure we have a presence in new emerging markets. Retail gift cards are increasing in popularity - more people received a voucher or a gift card from friends, family and colleagues last Christmas than ever before.
“We’re the only breakdown provider offering this type of gift card. Its placement in Shell petrol stations will help make arranging breakdown cover easy and accessible while increasing RAC brand awareness. It’ll also appeal to a variety of consumers from young people and protective parents through to motorists planning a long journey.”
Cover is personal-based rather than applied to a vehicle, so it’s valid whether the driver is in their own car or someone else’s. The buyer or receiver of the gift card registers their details and activates the card via a single phone call to RAC. The card must be redeemed within six months of purchase and cover is valid for 12 months.
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