BRP conducts Driver's Seat promotion
By Adnews Staff
Bombardier Recreational Products has begun a promotion called “Get in the Driver's Seat” to coincide with International Women’s Day on March 8. According to the company, the effort is intended to recognize “women who are fearlessly and joyfully taking their place in powersports and marine.” During the promotion, the company will encourge consumers and its own staff to submit personal memories of experiences with powersports or marine products. Consumers will also be encourages to sign a “Get in the Driver's Seat” commitment. The company will donate one dollar for each name added to a group of organizations including the Canadian Women's Foundation, SheJumps, Juárez-Mujeres Resilientes A.C., the Alliance for Gender Equality in Europe and Dress for Success Sydney.
“At BRP, we believe that every woman has a place in the driver's seat,” said Anne-Marie LaBerge, chief marketing officer at BRP. “We strive to empower women on and off the playground so that they can take their rightful place in our community, experience a strong kinship and truly belong. We are proud to launch our ‘Get in the Driver's Seat’ initiative to support women riders and amplify their voice as they share their thrill of riding and inspire more women to break up with the backseat and go for a ride.”