Celebrating 40 Years of Ireland’s Favourite Small Car – Ford Fiesta

National PR campaign to mark 40 years of the iconic Ford Fiesta in Ireland while also introducing the latest Fiesta – the exciting ST200 model.

An important milestone took place in 2016 for the Ford Fiesta – Ireland’s favourite small car celebrated its 40th anniversary in Ireland. The task was to create an engaging PR campaign that attracted nationwide attention as well as creating an unforgettable event to mark the occasion. It also had to incorporate the launch of a new Fiesta model – the exciting new Fiesta ST200.

Three key elements were identified – a convoy of 40 Fiesta models, showing each variant through the years; a search for the oldest Fiesta in Ireland and a well-known race / stunt car driver as guest of honour to mark the launch of the new 200 horsepower Fiesta ST200. Video content was also created in advance of the event to highlight Fiesta and what it means to its Irish owners including profiles of three committed Fiesta fans from across the country.

A month in advance of the event a call to action through media outlets and across social media platforms was issued in search for the oldest Fiesta in Ireland and for participants to partake in the 40 Fiesta convoy through media and Ford’s social platforms. The response surpassed expectations and we quickly narrowed down the oldest Fiesta contenders and also those partaking in the convoy. 

Weston Airport, near Leixlip, on the border of Co. Dublin, was identified as an ideal venue for the celebration with Barberstown Castle close by selected as the starting point for the 40 Fiesta convoy.  On the day our guest of honour, Ben Collins – The original ‘Stig’, took the wheel of the Fiesta ST200 and thrilled guests with rid along driving stunts.

Media Relations

Issued a release announcing the search for the oldest Fiesta in Ireland. Securing interviews including RTE Radio 1, multiple articles in national print and online media, plus multiple local broadcast (radio) interviews with local Ford Dealers.

Content Creation

Produced a video capturing our Fiesta 40 convoy as well as footage of the official proceedings plus reactions during the ride-alongs with The Stig. Content was divided into two teaser-style clips plus a full recap video. Partnering with the popular news media sites, conducted ‘his and hers’ driving tests, highlighting the car’s heritage as ‘the car Ireland learned to drive in’.

Influencer Engagement

Recruited Ben Collins (the ‘original’ Stig) to deliver a presentation and provide 55 ride-along stunt driving demonstrations in the new Fiesta ST200. Gathered 40 Fiesta enthusiasts from around Ireland to take part.

Event Management

Branded and fitted-out Weston Airport Hangar for the large event hosting 120 invitees. Organised a convoy of 40 Fiestas (the Fiesta fanatics) – ranging from 1970s models to present-day Fiestas – set off with a Garda escort from Barberstown Castle with photo opportunities along the M4 towards Weston Airport.



Generated 126 pieces of media coverage with AVE of over €420,000.


120 guests attended the event; 80% were Ford owners and customers and 20% media and influencers


Increase of 11% in Ford Fiesta sales year-over-year despite overall passenger car market reducing by 1.9%


Over 10.7M digital impressions delivered through organic social media and video.