The Automobile Association (The AA)
June – September 2011
The Automobile Association (The AA) is the UK’s leading vehicle breakdown service. The organisation’s website includes a popular section with detailed advice for driving vehicles abroad. Prior to a transfer of ownership,
The AA decided to overhaul its online travel advice to make content more engaging and accessible. Internal experts opposed the move, fearing that carefully worded and researched advice on local rules and regulations would be tampered with. The content also needed to be migrated to a new platform.
We worked closely with internal experts to identify where content was hard to read. We rewrote this content to make it easier to read, whilst ensuring stakeholder ‘buy-in’ at all times. We also made improvements to the structure of the content and added engaging top and tail content for each page.
We migrated signed-off content to the new platform as part of a multi-disciplinary digital team. We also ghost-wrote engaging newsletter content for executives. Much of the work was conducted in a virtual environment, with a core team based in The AA’s head office in Basingstoke.
We provided evidence to key stakeholders that the existing content was correct, but often hard to read and not engaging. At the same time, we demonstrated that end users were more likely to read and absorb our rewritten content.
The restructured and migrated content was more engaging, without substantially altering the core travel advice. It retained the trusted expertise of the organisation, but much improved accessibility, user acceptance and understanding of the content. The new content was also fully optimised for search engines.
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