BDS has been appointed by Young Driver, the world’s largest provider of driving lessons for under 17s, to undertake a Sponsorship Strategy and Business Plan.
Since launching in 2009, Young Driver has delivered 600,000 lessons throughout 60 sites in the UK. The number of locations is increasingly rapidly, with a further 12 centres opening in the UK this month and a constantly expanding number of sites launching across Europe, including in France and very soon Germany, Holland and Belgium.
The centres in the UK are located at very major and substantial footfall destinations, such as the NEC, Bluewater Shopping Centre, Brent Cross Shopping Centre, Etihad Stadium, Royal Highland Centre and the Three Counties Showground.
Sponsorship will provide an opportunity for brands to directly engage with all Young Driver participants and the family members who accompany them to the centres each year – totalling over 350,000 people. There is also the potential for sponsors to be provided with extensive presence at the high footfall Young Driver destinations and therefore have the potential to reach millions of their annual visitors, such as visitors to The NEC and Bluewater etc.
Furthermore, not only is there the association with developing safe drivers of the future (Young Driver is proven to lower the accident rate for newly qualified drivers by 50%), but there is also an additional and significant media/PR value associated with the Young Driver programme.