Stevie-winner AAA Mountain West Group (AAA MWG) is one of the largest regional branches in the AAA federation, serving more than 6.7 million Members across Northern California, Arizona, Utah, Nevada, Montana, Wyoming, and Alaska. With over 5,000 employees, the organization provides a wide array of services—roadside assistance, insurance, financial tools, auto repair, EV resources, and leisure travel planning.

As consumer habits shift toward digital and mobile experiences, AAA MWG has expanded its outreach through various content channels. One of the most visible is Via, the group’s travel and lifestyle publication. With a print and digital audience spanning 22 major media markets and a readership of over 7 million, Via has become a valuable engagement tool. Reader behavior data has shown that audiences not only read Via, but take action—such as visiting AAA offices or exploring products—after engaging with its content.

In late 2023, AAA MWG began exploring how to extend the Via experience beyond the page. The result was the "Via Podcast," a new content initiative designed to meet audiences where they already are: in their earbuds during commutes, workouts, or weekend travel planning.

Creating a New Kind of Member Connection
Launched in March 2024, the Via Podcast was developed by a team of women already deeply involved in Via’s editorial success. The podcast is hosted by Michelle Donati, a long-time AAA spokesperson and Arizona native, alongside travel journalist Mitti Hicks. Behind the scenes are Editor-in-Chief Whitney Phaneuf, Managing Editor Katie Henry, and editorial consultant April Kilcrease.

The team’s goal was to create a series that captures the same tone and values of the magazine, while taking advantage of the intimacy and flexibility of audio. New episodes drop twice a month and are available on major podcast platforms like Apple Podcasts and Spotify.

The podcast focuses on travel across the American West—sharing personal stories, expert recommendations, and unexpected destinations. Themes range from hidden road trip gems to interviews with AAA Members and travel experts who offer firsthand insights.

Part of a Broader Strategy
The "Via Podcast" was not a standalone project but part of a larger content strategy aimed at increasing Member engagement and brand affinity. Internally, the team viewed it as an opportunity to humanize the AAA brand and strengthen relationships with Members through storytelling.

The rise of branded podcasts across industries helped validate the format as a business tool. Audio has become one of the fastest-growing forms of media consumption, with US adults spending nearly two hours a day listening. AAA MWG saw this shift not as a trend to chase, but as a channel that could support long-term communication goals.

Each episode of the Via Podcast is designed with AAA’s values in mind—trust, exploration, and Member-first service. The editorial team also uses performance data from *Via*’s digital content, email campaigns, and social platforms to inform guest selection and episode topics. By including AAA Member voices and stories in each episode, the team has created a sense of community among listeners. The podcast has also given the organization a way to stay relevant in a crowded media landscape—without abandoning the brand’s legacy of reliability and service.

For AAA MWG, the podcast serves both as a communication tool and as a reflection of how the organization continues to evolve. As the Via Podcast grows its listenership, AAA Mountain West Group is continuing to find new ways to deliver value—whether it’s through a map, a membership card, or a story told through headphones.

AAA Mountain West Group won a Bronze Stevie Award for Marketing Campaign of the Year - Entertainment & Sports in the 2024 Stevie Awards for Women in Business.

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