Driving school BSM has launched an integrated summer advertising campaign to strengthen the brand’s appeal to young drivers, created by TheAgency.

The ‘learned to enjoy the summer’ campaign will run across online, outdoor and POS, featuring 1970’s style visuals of professional surfer Sophie Hellyer.

The campaign supports BSM’s six-week promotion through its website, which offers the chance to book 10 lessons for up to 25 percent off and be entered into a daily prize draw to win an iPad.

The website was recently redesigned by TheAgency as part of the a wider digital realignment, which included a greater emphasis on social media to aid acquisition of learners and independent driving instructors.

Kristian Welch, chief marketing officer for BSM, commented:  “The new ad campaign featuring Sophie Hellyer captures all the fun and freedom that comes with learning to drive with BSM.  By aligning this activity closely with an enticing online promotion, TheAgency has created an integrated campaign which looks set to resonate strongly with our target audience.”

Saman Mansourpour, partner at TheAgency, explained: “The key to effective integrated marketing is having a consistent brand proposition, delivered in relevant ways across different media.  Here, the outdoor ads focus heavily on eye-catching images and a simple message, backed by the online offer.  By contrast, the online executions lead with the promotion to appeal more directly to online deal-hunters.  Yet everything has a consistent look and feel, designed to deliver a powerful collective uplift.”