Quite amused by the replies! My personal opinion is that the strategy the company have taken is a little risky and would offend women rather than encourage them.
As an aside, did anyone else see the program aired in the UK a week or so ago explaining why blokes were more suited to flying? (no... I'm not taking the p*ss!). It's all to do with the size of the wedding ring finger compared to the index finger.... apparantly!