Arena BLM scoops The Red Driving School media account

LONDON - The Red Driving School has appointed Arena BLM to handle its £5 million media planning and buying account.

Red Driving School: appointed Arena BLM
Red Driving School: appointed Arena BLM

The agency won the business following a two-way pitch that was triggered by a change in Red's ownership.

MediaCom Edinburgh previously handled the account but last month, Landsdowne Venture Group, the parent company of Red, went into administration before being bailed out by the private equity company Kelso Place.

Red, which in addition to offering driving lessons to learners is the UK's largest trainer of driving instructors, is investing in an integrated online and traditional media strategy to recruit new instructors for its training courses. Activity is likely to include DRTV, search marketing and digital display advertising.

Based in Brighton, Red derives the majority of its revenue from training driving instructors who pay fees for the course. However, it is also attempting to grow its share of the driving lessons market.