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.
To help Jaguar Enthusiasts’ Club to organise and publicise a shoot with Lord Lichfield at Shugborough Hall when he would unveil the prize of a Jaguar XK8 Coupe for a charity raffle. Media coverage needed to be secured on a national and local level.