Ford has been leveraging social media to promote the 2011 Fiesta through the Fiesta Movement. But as the Fiesta is almost ready to make its appearance in showrooms, Ford is now launching its traditional media movement.
Fiesta ads will begin rolling out this month on radio, television, in print, and even in movies theaters across the country. Ads will feature the tag line “It’s a pretty big deal,” alluding to the array of features available within a small, but relatively affordable package. Ford is making sure to promote the Fiesta not as just another cheap economy car, but rather a higher-end small car.
With a base price of just under $14K, the 2011 Ford Fiesta is competitively priced to take on rivals such as the Honda Fit. Among the features either standard or available on the Fiesta include seven airbags, heated leather seats, push-button start, and even Ford’s SYNC infotainment system. The Fiesta also boasts best-in-class fuel economy with 40 mpg on the highway.
“The Fiesta Movement enabled us to introduce the car to market in a whole new way,” said Matt VanDyke, Ford’s director of U.S. Marketing Communications. “We are continuing that nontraditional approach with a unique advertising campaign designed to get people’s attention by entertaining them as well as educating them about the vehicle.”
The new campaign will be targeting consumers looking to down size, as well as young, urban buyers. Ads will also be aired on urban and adult contemporary radio stations and cable channels such as BET.
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