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-Am Brand owner: BRP Entrant company: Touché!, Montréal Market: Canada Sector: Motorcycles, bikes Media channels: Public relations, Sales promotion, Social media Budget: 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 t