New IAM bike advertising campaign - hurrah!

[martine]

Released today, the IAM have refresed their advertising campaign for bikers to a much more relevent and positive image (IMO).

From the memo sent today by the IAMs new Marketing and Communications Manager: Colin Paterson...

"The principle of this style is to convey a much more progressive and positive theme to the
previous national "Monster" style of advert which has been discontinued. Advertising "pdf"
files are attached.
The new campaign focuses on a number of positive benefits of the IAM programme, using
the first person to indicate that an individual who achieves advanced status is more in
control, more confident, more responsible, more skilled etc."

The associated ad features an image of a smiling biker and the words...

"Taking the ‘Skill for Life’ course has made me a
more skilled, controlled and confident bike rider.
Now all my journeys are more relaxed and much
more enjoyable."

Somewhat more positive than the 'monster' campaign I'd suggest.