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BENNETTS LAUNCH ‘GO FOR IT GIRLS!’ WOMEN’S CAMPAIGN The brand new campaign, fronted by ex-Gladiator and bike enthusiast, Janie Omorogbe, will aim to encourage more women to get on two wheels. With female bikers representing almost 20% of the UK’s 5.5 million strong motorcycling community, the Bennetts ‘Go For it Girls!’ campaign is aimed at raising awareness of biking among women in order to increase this figure. ‘Go For It Girls!’ will bring biking closer to girls, making it easier and more appealing for women to get involved. The campaign gets underway with a survey that Bennetts are conducting through their website. It is aimed at uncovering the thoughts and opinions of women riders in order to determine what they love about biking, what gets them wound up and what they want to see more of. Later on in the campaign, another survey will also be conducted to discover the perceptions women who don’t ride, have of motorcycling. Ladies Day at the Bennetts British Superbike Championships will also feature as part of the ‘Go For It Girls!’ campaign. The event, which will be supported by Hein Gericke, the UK’s number one retailer of motorcycling clothing and accessories, will take place on Sunday 5 June 2005 at the Croft track in North Yorkshire. Ladies Day was developed by Bennetts in order to support their sponsorship of the British Superbike Championships 2005. The event will give a new dimension to the championships, offering a female focussed element that will attract a new audience. Speaking about the ‘Go For It Girls!’ campaign, Jane Omorogbe said: “I think the Bennetts Go For It Girls! campaign is a fantastic idea. More and more women are taking up motorcycling but it’s a predominantly male industry, so, anything we can do to encourage ladies into leathers is great. Go For It Girls! is a smart way of dispelling the myths that biking is just for boys”. Matthew Gledhill, Director of Bennetts, said: “We are really looking forward to getting the Bennetts Go For It Girls! campaign up and running. We hope that it will enable more women to get involved in motorcycling and increase the positive level of awareness of biking among women who don’t yet ride”.
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