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Events // Nov 23, 2012 BY amy

Vintage fun with Girl’s Guide to Motoring launch

It’s always nice when months of planning and hard work come to fruition. We have been busily working on a new launch for Continental Tyres behind the scenes for a while now, so it was great fun to be able to launch it to journalists at IPC and Hearst.

The Girl’s Guide to Motoring – is a website that will help women to do basic car checks themselves in order to save themselves money and be confident about their own safety. It has a vintage theme, linking with that wartime spirit of women doing it for themselves and drawing on Continental’s 140 year history and expertise.

We have been working with Continental for nearly four years now, with our brief to engage with consumers via lifestyle magazines and national news pages rather than the motoring pages, which are dealt with in-house. This means the account constantly stretches our creative minds, thinking of new ways to speak to consumers about tyres in a way that would interest them.

We received very positive feedback from journalists when we launched the website – which offers everything from car checks and eco-driving tips to a downloadable pattern for a pair of vintage driving gloves.

We had great fun on the press days, dressing up in boiler suits, playing wartime music and talking cars under the bunting! We’re currently working with journalists on a variety of features and look forward to seeing the coverage. Now off to check my tyre pressures…

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