The RAC’s recent acquisition of BSM is unlikely to affect the roll-out of the motoring school’s new retail format which was created by Bisset Adams.
This is currently piloting at eight sites around the country.
“If anything, the deal with the RAC should accelerate the process, which should really get going next year,” says BSM marketing services manager Ted Fiander. Bisset Adams was appointed to the job this spring (DW 28 March).
Although the RAC is not ruling out design changes to the BSM image, they would amount to little more than a tweak.
“Because BSM is a household brand it is important to maintain it as such. We intend to use the 136 outlets as a platform for RAC products and services, although it is too early to say exactly what effect this will have on the school’s interiors,” says an RAC spokesman.
RAC rebranded earlier this year with a new identity by North and brand strategy, positioning and account planning by Smith & Jarvis (DW 25 April).