BMW in female Valentine’s push

BMW is launching a charm offensive to improve sales to women by positioning its female-only test drive events as ideal Valentine’s Day gifts.

Cairns & Associates has been called in for a media relations campaign that will use women’s titles to plug the ladies’ days, in which female drivers can put BMW cars through their paces at the manufacturer’s Performance Centre in Northamptonshire.

It will also target national and regional press to reach men looking for a gift idea for their partner.

Cairns deputy managing director Charlotte Clarke said that, at £245 a ticket, the events would be more appropriate as Valentine’s Day and Mother’s Day gifts.

Hen parties will also be targeted, while non-drivers will able to attend the

19 March and 10 July days for £50.

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