IAG's National Roads and Motorists' Association (NRMA) has unveiled a revised masterbrand tagline - 'There for all Australians, whoever they are and wherever they are going'.

The new tagline will roll-out nationwide in two new campaigns developed by Saatchi and Saatchi. The brand refresh, carried out in partnership with Australian brand strategy and design agency, Houston Group, is designed to highlight the three main pillars of NRMA's key membership offering: Road, Travel, and Rewards.

The NRMA's product offering now extends beyond roadside assistance to include over 70 travel destinations, SIXT Car Rentals, and Australia's largest EV Charging Network. The mutual is also expanding its 'My NRMA Rewards' program, which currently serves 3.2 million members.

"We are custodians of one of Australia's most-beloved brands - ranked 9th most trusted in Australia - so it was vital we stay true to its tradition while also telling the story of how this 104-year-old company is changing and growing," said NRMA Group CEO, Rohan Lund.

NRMA Chief Membership Officer, Victoria Doidge, said: "Data and research showed us that while awareness of our Roadside offering was very high; we had work to do to tell Australians about our extensive travel offering and our rewards program which serves 3.2m Australians."

The new advertising campaign focuses on the NRMA's diverse portfolio and its commitment to serving all Australians. It's the first time NRMA's Road and Rewards campaigns have shared an enterprise creative platform.

"Our intention with this work was to simplify the customer experience and ecosystem and unify our efforts as a mutual so that Australian could understand us better," Doidge said.

Media for the campaign was handled by UM, with production by Scoundrel.