The Automobile Club of Southern California has hired Specialized Marketing Services Inc., Irvine, CA, to handle direct marketing.
The agency will offer diverse services for the organization, which is responsible not just for Automobile Club members in Southern California, but also those in Texas, New Mexico and Hawaii.
Specialized Marketing will redesign and produce the club's travel catalog, which features member packages to Alaska in a co-marketing arrangement with Holland-America Cruise Lines.
The club's Texas division gets its own marketing. The agency will create and execute a test mail campaign to build the loyalty and retention of members who previously used the club's travel agency services. Results will determine a broader rollout next year.
Founded in 1988, Specialized Marketing has clients like Hilton Resorts Hawaii, H&R Block, Lufthansa, Kaiser Permanente, AIG, Gateway and Canon.