Ford calls in Launch for Focus comms offensive

Ford has drafted in Launch PR to handle a consumer PR blitz behind its new-look Ford Focus using the theme ‘quality redefined’.

The agency is to handle a six-month PR campaign to promote the new Focus, which has to follow one of the most successful cars in Ford’s history and has been redesigned with a slanted coupé-style back end.

The car goes on sale in UK dealerships this weekend.

The campaign is running in conjunction with a TV and print advertising push and is targeting the national media and UK opinion formers ranging from TV personalities to car designers.

Another campaign promoting the brand’s lifestyle design credentials will follow.

It will employ consumer design personalities such as Paul Smith, while a tie-up with department store Selfridges is also being considered.

Since the original Focus was launched in 1998, when it won the coveted European Car of the Year title, Ford has sold more than 775,000 of the cars in the UK. The updated model was unveiled last September in Paris.

Ford of Britain product affairs manager Fiona Pargeter said: ‘When you ask people about Ford, the first car that often comes to mind is the Focus – it’s our flagship brand.’

Launch PR managing director Johnny Pitt leads a seven-strong agency account team that will be run day-to-day by head of client services David Page.

Launch pitched against three agencies to secure the contract.

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