CASE STUDY

Ford

Building brand profile and sector awareness for Ford Retail.
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Client

Ford Retail

Sector

Transport and Infrastructure

Services provided

Public Relations

The Situation

Ford Retail is the dealership division of Ford Motor Company in the UK, operating 50 dealerships across England and in Northern Ireland, as well as managing fleet sales and service.

Our challenge was to build brand profile and reputation in each of the local markets served by the company’s dealerships, together with increasing footfall. Additionally, raise sector awareness of Ford Retail to attract good quality talent.

What we did

A national PR programme was created involving a range of events and activities to create strong CSR-based news hooks as well as footfall, whilst also placing editorials in motoring pages of local media. Ongoing trade PR supported the corporate objectives.

The Result

The programme’s success was measured by the fact that it was run for over 7 years, with considerable positive feedback received from dealership managers across the network. Our work was recognised by winning the CIPR’s Best Automotive Campaign national award.

“The team worked very proactively with our dealerships to achieve significant positive exposure and quality footfall for us. Their creative campaigns directly contributed to our strategic objective of being seen as a local business.”

Chris Hayden, Chairman & CEO

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PLMR’s crisis communications experience is second to none, and includes pre-emptive and reactive work across traditional and social media channels. We work with a range of organisations to offer critical communication support when they are faced with difficult and challenging scenarios.