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New Year, New You….New Bike

Motorcyclists pledge to buy new wheels in 2008!

Whilst January is traditionally a month of salvaging bank balances and waistlines, a survey released today by Bennetts, the nation’s favourite bike insurance provider, reveals that the number one New Year’s resolution for the nation’s bikers is to splash out on a new set of wheels.

Of the top five resolutions, almost 30% of riders questioned vowed to hot-foot down to their local dealership in 2008 to purchase their dream bike, whilst 24% of riders pledged to make more time for themselves and ride more frequently.

With motorcyclists dedicating more time and money to their passion in the New Year, it’s only natural that the opportunity to showcase their riding skills appears next in the list. The resolution sitting comfortably in third place with 21% of the vote was the promise to hit the race track with riders dreaming of burning rubber circuits such as Brands Hatch.

One in ten diligent motorcyclists opted to reduce their speed whilst on the roads, 9% chose to rev-up their social scene and join a bike club and of the remaining 7% of resolutions, surprisingly 1% of riders opted to try and spend less time on the roads.

“If bikers stick to their resolutions, it looks like we’ll see a lot more bikes on the road this year, which is great news,” says Mark Fells, Bennetts’ Marketing Director, “It’s also great to see that safety is still high on the agenda for bikers in 2008.”

Top biking resolutions:

Buy a new bike.	29%
Take time to ride more often.	24%
Ride on a racing track.	21%
Reduce riding speed on the roads.	10%
Join a bike club.	9%
Other. For e.g. Riding less.	7

ENDS

For further information please contact Katie Raven or Emily Dwiar at Frank PR on 020 7693 6999 or email bennetts@frankpr.it

It’s all about the bike!

Bennetts unveils new TV idents for 2008

Bennetts, the nation’s favourite bike insurance provider, has unveiled a series of stylish TV idents to coincide with the launch of the new TV biking season. The new idents, produced by newly appointed creative company VCCP Blue, reveal a bold new look and feel for Bennetts.

Taking inspiration from the company’s new strap line, ‘It’s all about the bike’, there are four different versions of the idents - colourfully named Rodeo, Beast, Meat and Beware. Each one plays on the power and the thrill of biking, featuring a Ducati 1098s, one of the most powerful machines on the market. Some of the scenes include seeing the bike start to “breathe” as it sits trussed up by two mechanics and “lurch” forward aggressively towards the camera, as if a wild animal shackled away in an abandoned yard.

Directed by Richard Anthony, whose CV includes videos for Roots Manuva, The Cure, Rimmel and Haagan Dazs amongst others, the idents were filmed using a team of 40 people. Each ident also contains the key feature of a vertical white road line – now being used across all Bennetts’ communications to build a strong visual identity for the brand.

Mark Fells, Marketing Director for Bennetts says, “We’re delighted with the final product – the idents perfectly show the passion behind the Bennetts brand – It’s all about the bike!”

The idents are to be featured around biking programmes on ITV 4, Eurosport, Men and Motors and Motors TV from the end of February, throughout the 2008 biking season.

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For further information and imagery, please contact Emily Dwiar at Frank PR on 020 7693 6999 or email bennetts@frankpr.it or go to www.bennetts.co.uk

Bikers Dream of Going on a ‘Jolie’

Angelina voted Britons perfect pillion

Almost a quarter of British bikers would choose actress Angelina Jolie as their dream pillion, according to research released today by Bennetts, the nation’s favourite bike insurance provider. The Gone In 60 Seconds and Tombraider star, who is herself a keen biker, topped the poll with 23% of votes - beating boyfriend Brad Pitt by seven places.

The research, compiled from bikers up and down the country, reveals the nation’s bikers are longing for female companionship on the road, with a bevvy of beauties making up the top half of the table. Gorgeous Girls Aloud star Sarah Harding is the second favourite passenger with 18% of votes, followed by models Carmen Electra and Keeley Hazell who share third place with 17% each. Known for her love of leathers and fast bikes, Jodie Marsh makes it into the top five with 9% of nominations, beating bitter rival Jordan by 2%.

With over 90% of votes going to glamorous girls, the remaining votes for the ideal biking companion unsurprisingly go to four men’s men. Following his biking expeditions in “Long Way Round” and “Long Way Down”, Ewan McGregor shares seventh place with fellow biking fan Brad Pitt. At the back of the pack, a small percentage of British bikers would also like fictional secret agent James Bond and Prime Minister Gordon Brown to accompany them on the road with 2% and 1% of votes respectively.

Marketing Director of Bennetts, Mark Fells, said of the findings, “Britain’s bikers clearly favour gorgeous girls as passengers with Angelina Jolie and a host of feisty, dominant females receiving the majority of votes. It’s interesting to see Gordon Brown nominated as a dream biking companion and perhaps this will tempt him to forgo his chauffeur driven car for an exhilarating ride on two wheels.”

Top Ten Biking Companions

Percentage	Dream Companion
23%	Angelina Jolie
18%	Sarah Harding
17%	Carmen Electra
17%	Keeley Hazell
9%	Jodie Marsh
7%	Jordan
3%	Ewan McGregor
3%	Brad Pitt
2%	James Bond
1%	Gordon Brown

-ENDS-

For further information please contact Katie Raven, Emily Dwiar or Barbara Feeney at Frank PR on 020 7693 6999 or email bennetts@frankpr.it