CAA Inspires Travellers Everywhere.

CAA partnered with St. Joseph to update its three regional member magazines and turned each into the largest content brands in their markets.

CAA clubs in the provinces of Alberta, Saskatchewan and Manitoba engaged St. Joseph Communications to update their quarterly magazines, which had a combined circulation of one million. Their objectives were to increase engagement with their brands and to appeal to a younger demographic. They also wanted to join the digital world with original content on dedicated digital platforms. SJC not only comprehensively re-imagined and redesigned their magazines, we created and curated associated digital platforms. We renamed the magazines, moving away from generic titles they’d used in the past (Going Places, for one) to much clearer ones (AMA Insider, CAA Saskatchewan and CAA Manitoba). We also worked with the clubs to broaden the distribution of the magazines to include non-members in an effort to grow membership. As a result, we saw major spikes in readership for all titles – by 53% in the case of CAA Saskatchewan.