Kids to get a slice of the action
Manama, 14th February, 2008 – BIC, Sakhir:
Kids will soon have the opportunity to get more involved at BIC by becoming
exclusive members of the all-new BIC Junior Club, it was announced today.
Members of the BIC Marketing and PR teams took to the streets, schools and
homes, over the last week, to find out what children between the ages of six to
16 would want out of BIC’s latest scheme, the Junior Club.
As part of this initiative, the marketing team meet with children and gave them
an insight into how the Junior Club would benefit them, and what activities and
opportunities would be available to them should they become members. Following a
brief presentation, the children were then asked for their thoughts on the
project.
Not only did they get their chance to express their creative ideas, but they
also got to make suggestions as to what they would want the Junior Club – due
for launch in time for the Grand Prix this April – to do for them. During the
brainstorming sessions, the inventive juniors also poured out added ideas, be
they big or small, realistic or even absolutely impossible.
Martin Whitaker, Chief Executive Officer, was delighted with the project,
stating that “the establishment of a Junior Club is the latest initiative to
come from BIC’s marketing and promotions team. There are so many activities that
take place at BIC either at race meetings or during the week and weekends that
appeal to children; that we felt that it was very important for us to come up
with a new and exciting way of communicating with this important section of the
community.”
This niche, which has never before been targeted with such emphasis at the BIC,
was given the chance to exchange their thoughts and views on what they expect
from such a scheme. A large element which the majority felt strongly about was
interactivity and creating a sense of community between the exclusive members of
the Junior Club.
Martin Whitaker said, “The great thing about offering an inter-active
communication tool with children is that it allows us not only to let them know
what is going on at BIC through their own web site and newsletter but also for
us to hear their comments about what they would like to see happening at the
BIC. In the small number of meetings we have had with children from throughout
the community we have already learned so much about what they would like to see
us doing at BIC and it is very exciting working with them to develop new and
interesting ideas.”
Following the brainstorming session, he added that the exercise had brought back
great positive feedback and even greater excitement and anticipation from the
children. He continued to say that “this is a fabulous opportunity for us to
learn more about what kids from across the community want from BIC and for us to
be able to communicate the hundreds of events that take place here every year
directly with a new audience. We have already seen how many children love to
spend time at the new Kart Zone and we have received some fantastic feedback
from them about what they would like to see us doing throughout the year at
BIC.”
BIC has made it its mission year-upon-year to attract people of all segments of
society. With the Junior Club now in its refining stages, it won’t be long
before children can also join in the fun and excitement at the circuit.
