BRP: Ladies, rule the road

Motorcycle manufacturer, Can-Am, debuted a social safe space for women to promote equal on-road opportunities for female riders in North America.

Campaign details

Brand: Can-AmBrand owner: BRPEntrant company: Touché!, MontréalMarket: CanadaSector: Motorcycles, bikesMedia channels: Public relations, Sales promotion, Social mediaBudget: Up to 500k

Executive summary

The motorcycle industry has seen declining sales, as the core customer ages out of riding, and new riders sign up at a progressively lower rate. For Can-Am to be successful in growing the 3-wheel category we needed new riders. Women are critical to this mission and represent one the fastest-growing new rider segments.

For centuries, the industry's positioning has been as an experience...

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