The purpose was to set the stage for Mustang sales and transition Mustang’s strong media appeal to messages about the two new family cars. PCGCampbell worked with Ford Regional Public Affairs offices throughout the U.S. and Canada, Ford Regional Sales Offices, Mustang clubs, dealer groups and suppliers.
The format was a trailer-style barnstorming tour with a Mustang GT, Five Hundred and Freestyle along with company executives. |
PCGCampbell tied into existing Mustang Club events wherever possible where thousands of third-party endorsers met the ’05 model with the zeal of rock fans. In New York, the team revisited Mustang’s 1964 World’s Fair “birthplace.”
In Detroit, the team partnered with the local creator of “Mustang Sally” and leveraged his local human-interest appeal. In Tampa, the media angle became a local retiree who was one of the original Mustang clay modelers in 1964.
|
During the 20-week tour, Ford visited 40 cities generating more than 500 print, radio and television and Internet stories. TV coverage reached more than 12 million viewers. More than 18,000 Mustang club members participated. Front-page business section stories and front-page teasers in newspapers ran across the country. TV coverage included national appearances on ESPN, the Speed Channel and FOX News Network. Live local coverage featured anchors and reporters enthusiastically chatting about their own Mustang experiences and the new version’s cool looks and impressive power.
|
