Celebrating 40 years of Ireland’s favourite small car – Ford Fiesta

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.