Brief: BMW had already launched Ladies Driving Days by targeting their customer audience. The new challenge was to attract non-BMW drivers through PR. Female-only driving days were relatively rare occurrence and, as such, have an integral news-value. The BMW in-house press office managed the driving press successfully. A member of our team was briefed to target women’s consumer press and create news coverage around the Ladies Driving Days.

Method: One of BMW’s female race winning drivers was recruited and media trained as a Ladies Day Ambassador for press and broadcast interviews focusing on her unusual career for added news value. The Ladies Driving Days were positioned as gift/party solutions; for Valentine’s Day, birthdays, hen parties etc to give consumer media a reason to write about the events. The programme was supported by guaranteed coverage for maximum impact and controlled messaging.

Result: Over 750 women attended the Ladies Day. Advance national, consumer and regional press coverage was secured to boost ticket sales. TV and radio broadcast coverage was secured on the day of the events to promote BMW.

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