Objectives

Create a high profile media campaign and event at the International Motorcycle Show that reflects the new Bennetts brand, and create a more youthful tone and approach for its male motorcycling audiences.

To achieve comprehensive coverage in national, regional, insurance and bike media through a high profile media campaign which would connect with the male motorcycling audience.

Strategy and Tactics

A nationwide search to find four girls to become the ‘Bennetts Babes’ was launched by top glamour model Jo Lawden. Media partnerships were secured and studio photography was taken with the winning four girls, which was sold as exclusives into the media.

The winning girls were officially unveiled on press day at the International Motorcycle Show by World Super Bike Champion, Neil Hodgson.
Bennetts Babes posters and leaflets were also produced.
 

Outcome

Achieved extensive coverage in national, regional, insurance, bike and online media – including five features with the Daily Star Sunday and front page regional exposure. The unveiling of the girls at the NEC created a high profile media event and a total of 50,000 visitors saw the girls on the stand.

Page 3 model Lucy Pinder promotes Bennetts Babes

Full page from The Daily Star