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May 23, 2002

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Motor Show aims advertising work at female drivers

The Society of Motor Manufacturers and Traders (SMMT) is targeting ABC1 women for the first time in its advertising for the British International Motor Show. It aims to boost attendance and reverse the show's traditional male bias.

The SMMT is placing press ads in women's magazines including Hello!, Marie Claire, Good Housekeeping and Cosmopolitan. The campaign breaks this week in Hello! and runs through August.

The biennial Motor Show, which takes place in Birmingham from October 23 to November 3, drew 543,371 visitors in 2000, of which 82% were male.

The SMMT hopes to draw 700,000 visitors to this year's show.

SMMT communications director Al Clarke said: "We want to make sure we're positioning this as not simply a bloke show, in recognition of the fact that half of all cars are bought by women."

The SMMT has hired agency The Marketing Store to produce the ads, following a six-way pitch.

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