Red Driving School appoints Arena BLM to media account

The Red Driving School has hired Arena BLM, the Havas-owned media buying and planning agency, following a two-way pitch.

Red Driving School, the national franchise and the UK’s largest trainer of driving instructors, appointed Arena BLM to build the school’s brand and reputation with an integrated online and traditional media strategy.

The brief also includes promoting Red’s training academy, which teaches people to become instructors. DRTV, natural search, paid-search and digital feature heavily in the activity as primary drivers for recruiting new instructors.

Henry Daglish, joint managing director of Arena BLM, says: “Red Driving School is a fast-growing franchise looking to reinforce its position as the UK’s leading driver academy. Our creative and performance-led multi-channel media approach will leverage the brand’s top reputation and amplify its market-leading driver initiatives.”

Private equity firm Kelso Place is the new parent company of driving instructor business Red Driving School. It bought the company out of administration last month when its former owner LGV collapsed.

Last year, rival BSM looked to persuade young people that learning to drive is an affordable and accessible option, with a new marketing drive and brand refresh.

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