AAA Western and Central New York (WCNY), upstate New York’s largest member organization providing over 865,000 AAA members across Buffalo, Rochester and Syracuse with travel-, insurance-, financial- and automotive-related services, has named Crowley Webb as its agency of record (AOR).

Crowley Webb, the leading full-service marketing communications agency based in Buffalo, NY, will serve as the first-ever AOR for the AAA Club, having previously worked with AAA WCNY on project-based initiatives involving brand strategy and positioning, tagline development, creative execution, quantitative and qualitative research, and media planning and placement.

“Crowley Webb has been a trusted partner of AAA WCNY over the past year, and we look forward to strengthening our relationship moving forward as our AOR. We have an exciting year ahead together, laser-focused on growing AAA’s membership across the region and ensuring our current and prospective members are aware of the many benefits and services available to them through impactful marketing,” said Charlie Fashana, director of marketing, AAA Western and Central New York. “We take pride in servicing local members across Western and Central New York, and we’re grateful to be able to join forces with a local agency that has a deep understanding and appreciation for our community.” 

As part of the relationship, Crowley Webb will offer a wide breadth of services to AAA’s membership line of business, as well as its travel offerings, as needed, including account service, brand strategy, creative, media, research and analytics. The agency will also support the launch of a new brand campaign coming in early 2023, which will elevate awareness of AAA WCNY, while introducing a new tagline and updated brand elements.

“Crowley Webb is a hard-working, local Buffalo agency with regional, national and international experience, and we’re honored to put this know-how to work for AAA WCNY, an organization that offers incredible services, benefits and experiences for individuals and businesses in our community and beyond,” said Tricia Barrett, COO, Crowley Webb. “We’ve forged a strong and successful relationship over the past year, and we look forward to offering even more of our agency’s capabilities as AAA WCNY’s agency of record.”

In 2021, Crowley Webb developed AAA WCNY’s “It’s Like Calling Dad” campaign, a brand and membership initiative which included creative concepting and strategy as well as asset development for both radio and online video. The agency relaunched the campaign this year with a holiday theme. In addition, the agency has worked on general AAA WCNY’s brand awareness efforts and perceptions research for its membership services.

Founded in 1986, Crowley Webb currently has more than 140 employees servicing 55 clients, including M&T Bank, Arrow Fastener, Highmark Blue Cross Blue Shield of Western New York, ESAB and Evergreen Health. The agency’s sales revenue reached $46 million in 2021. 

AAA Western and Central New York employs more than 590 associates across the region. While best known for emergency road service, AAA is also a full-service travel agency, insurance agency, and driving school. AAA has been named one of the Best Places to Work and one of the Healthiest Employers by Buffalo Business First. Career opportunities are available at www.AAA.com/Careers.

About Crowley Webb

Crowley Webb is a full-service marketing communications agency founded in 1986 in Buffalo, NY. With over 140 professionals, it continues to grow as one of America’s hardest working advertising agencies, offering high-level branding, strategic planning, marketing, media, public relations, analytics and digital services to local, national and global clients. Crowley Webb is a member of AMIN, an alliance of independently owned agencies that collectively offer global network coverage like no other. For more information, visit www.crowleywebb.com or follow on Facebook, Instagram, Twitter and TikTok. 

About AAA WCNY

As Upstate New York’s largest member services organization, AAA Western and Central New York provides more than 865,000 members with travel, insurance, financial and automotive related services. Since its founding in 1900, AAA WCNY has been a leading advocate for the safety and security of all travelers. Nationally, AAA services more than 61 million members through its federation of 32 motor clubs and more than 1,000 branch offices across North America. Visit AAA at www.AAA.com or download the mobile app at www.AAA.com/mobile. Follow on Facebook, Instagram, Twitter and LinkedIn.