The NRMA - Purpose launch

A purpose-led marketing strategy to launch The NRMA Group's business transformation




B2C, Film led, Purpose Led


To mobilise Australians for the collective good.


The NRMA Group was embarking on a business transformation with further expansion into the travel sector including a range of newly acquired parks and resort destinations. They asked 3rdspace to help launch this new direction built around their vision to enable Australians to reconnect with a new found freedom.


With COVID-19 halting our ability to travel internationally and local border restrictions lifting, the time was ripe to inspire Australians to get back on the road and find new ways to connect with each other, the land and the community through meaningful experiences.

& Solution

Drawing inspiration from the connection to land, sea, culture and community that Indigenous Australians hold, we created a content mission to help Australia celebrate freedom.

Our content mission explored what it truly feels like to experience freedom through a passion for exploration, travel and adventure.

Narrated by one of Australia’s leading Indigenous actors, Trevor Jamieson, this piece of emotive storytelling encourages the audience to join the journey to get back to country as The NRMA embarks on a new era.


Roadshow launch with the CEO to inspire NRMA employees from the inside out
1 x hero video to be used across various NRMA group brands
Cinema spots and a social campaign
A content series showcasing various regions of Australia


“A truly inspiring way to engage our teams and customers around the new purpose of the NRMA”

- Rohan Lund CEO The NRMA

3rdspace acknowledges Traditional Owners of Country throughout Australia and recognises the continuing connection to lands, waters and communities. We pay our respect to Aboriginal and Torres Strait Islander cultures; and to Elders past and present.
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