Freuds takes rally driving into the mainstream media

Car giant Ford has handed consumer shop Freud Communications a

motorsport PR brief designed to take rallying into the mainstream

consumer press.



Ford Rallye Sport - the group's rallying subsidiary - took on Freuds to

lead the comms push, with a specific brief to raise the profile of the

brand and sport outside the specialist press.



The agency won the 'substantial six-figure fee' account without a

competitive pitch.



Freuds director Oliver Wheeler said the agency had a specific brief:

'The Ford press office has done a fantastic job of working with the

specialist motor sport press. We are not going to interfere with that

side of it.



'Our job is to take the whole concept of rally driving and move it into

the national and lifestyle media,' he added.



Freuds reports to Ford chief press officer for product and motorsport

communications, Phil Hale.



Hale said all PR for Ford Rallye Sport had been done in-house before

Freuds' appointment.



'Prior to this, motorsport world rallying has not had the profile to

enable us to exploit it fully in the media,' he said.



'But with dedicated Channel 4 coverage from this month and the image

building of computer games such as Colin McRae Rally, the time is right

for us to build momentum behind the Ford Rallye Sport name and grow

interest outside specialist media,' Hale added.



Freuds will work on all aspects of Ford's rally interests, including the

group, World Rally events and Ford Focus World Rally car.



Freuds will also handle PR for Ford's 2002 rally team, which is based in

Cumbria and consists of McRae, Markko Martin and Carlos Sainz.



The PR campaign kicked off last week with an event at the Bluebird Club

in London. This was attended by leading rally drivers such as McRae and

celebrities including Lady Victoria Hervey, Lisa B and Jemma Kidd.



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