Three “L's” for one Campaign
By TMX Archives on 11th Mar 10
The FIM launches WOMEN RIDE. Leslie Porterfield (FIM Speed World Record Holder), Livia Lancelot (FIM Women's Motocross World Champion) and Laia Sanz (FIM Women's Trial World Champion) have participated in the brand new FIM campaign WOMEN RIDE for promoting women in motorcycling.
This campaign is the fruit of a joint project between the FIM Commission forWomen in Motorcycling and the Marketing & Communications Department. Theaims are to enlarge the audience of the motorcycling community by includingwomen and also to change the perception of motorcycling by promoting well knownfemale ambassadors in the FIM's communications.
Episode 1 explains thereal reason why women ride motorcycles: they are guided by their emotions! Thecampaign will be promoted through the FIM Communication Platform (FIM-LIVE.COM,the FIM Magazine Ride With Us!, FIM YouTube Channel, the FIM TV Magazine – FIMMoto Show) and official Championship programmes.
Furthermore, with "WOMEN RIDE”, the FIM is ambitious to increase the visibility of women inmotorcycling is by broadening the media coverage of this campaign to includeindustry, specialised motorcycle media as well as media for women ingeneral.
Olivier Godallier, FIM Marketing and Communications Directoradded: "Women are more and more present in the motorcycle world and industryaware of this phenomenon, is already developing numerous products for them. In2010, the FIM is proud to put women in the spotlight with a new EnduroChampionship and also for the very first time in an exclusive communicationcampaign, the first episode of which we have the pleasure to propose to you asfrom today.”