BSM plans major drive to target the youth market

Shaun MeadowsBritish School of Motoring (BSM), the UK’s largest driving school, is ramping up its marketing spend in an attempt to become a “sexy” youth brand that also appeals to parents.

The announcement of the new strategy comes a year after the acquisition of the driving school brand and its parent company, RAC, by Aviva last year. The brand has not received any marketing support for several years.

Norwich Union marketing director Shaun Meadows (pictured), who oversees marketing for BSM and RAC, says that BSM is “not prominent enough” and that he plans to revitalise the brand, adding: “We will do much more national activity to win it back as a brand for young people.”

He says one of the challenges the brand faces is that BSM is only relevant to people when they are learning to drive and that this needs to extend beyond the start of their lives as drivers. It also has to have a dual appeal to young people and older consumers, as driving lessons are often booked and paid for by parents. He adds: “It needs to be sexy and attractive for younger people, but not so funky that it doesn’t appeal to parents.”

Meadows is also keen to develop the RAC brand, which offers breakdown cover, motor insurance and car loans, as a dedicated motorists brand. He adds that by developing the products as part of a branded portfolio it will prevent it from cannibalising sales from Norwich Union.

Abbott Mead Vickers.-BBDO handles the advertising for Aviva’s UK operations, and media planning and buying is handled by Manning Gottlieb OMD.

Latest from Marketing Week

Marketoonist on GDPR

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here