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DAEWOO CARS
In May 1995 USP launched
'The Daewoo Lady Driver of 1995'
featuring Suzanne Dando, Justin &
Derek Bell, The Suzy Lamplugh Trust
and Sky Sports.
USP originated the promotion, found and
secured Daewoo Cars as the sponsor,
co-ordinatedand managed the entire
programmeof events and Daewoo
personnel.
Daewoo not only accepted this initiative,
but incorporated the promotion as an
influential strategy into their unique
launch into the UK and their overall direct
marketing policy.
Increasing road rage identified the need
for women to learn defensive driving skills
in the interest of their own safety.
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