40 Years of the Ford Fiesta

In 2016, the iconic Ford Fiesta celebrated 40 years in Ireland. To mark the milestone, we devised and implemented a national PR campaign designed to engage with Fiesta customers and enthusiasts while creating awareness of the launch of a new Fiesta ST200 model.

To generate content, we launched a search for ‘Ireland’s oldest Fiesta’ while recruiting 40 Fiesta ‘fanatics’ to take part in our launch event. Working with Mindshare we developed two ‘Fiesta 40’ videos and partnered with media sites including Joe.ie to generate awareness. Our launch event took place at Weston Airport, where a convoy of 40 Fiestas – old and new – was led by Ben Collins, a.k.a. the ‘Stig’ from BBC’s Top Gear programme, who participated in a series of ride-alongs with our Fiesta enthusiasts.

Our Fiesta 40 campaign secured 126 pieces of media coverage including RTE Radio 1 (Ray D’Arcy Show), national print media (Irish Times, Irish Independent, Irish Examiner) plus extensive local radio and digital activation (reach: 550,000 people).