Ford 100: Celebrating 100 Years in Ireland

To mark the centenary of our longest-standing client, Ford, we orchestrated an 8-month PR campaign designed to celebrate Ford’s connection to its ‘home’ city of Cork.

In 2017, Ford Ireland marked 100 years since the company’s arrival in Cork, where Henry Ford, of Irish descent, founded a manufacturing plant. This once-in-a-lifetime campaign was designed to celebrate that legacy while also reinforcing Ford’s future-facing relevance in an evolving automotive world.

Cullen Communications led all PR and event management activities for the centenary celebration. A rich narrative was developed around Ford’s contribution to the Irish economy, the emotional ties to Cork, and its innovative vision for the future of transport. The campaign was anchored by a weeklong visit from Ford’s Executive Chairman, William Clay Ford Jr., who served as the campaign’s figurehead.

Key elements included illuminating Cork City Hall in ‘Ford Blue’ with the Ford 100 logo, coordinating a high-profile gala dinner attended by Ford’s global leadership, and securing national TV, radio, print, and digital media coverage. Cullen handled all logistics, content creation, press coordination, and stakeholder engagement.

The story reached national and international audiences, achieving a 7% increase in unprompted brand awareness and earning Ford standout status during its milestone year.

Media Relations

We developed compelling story angles and secured extensive media coverage across TV, radio, print, and online platforms. This included pre-event media outreach, day-of coordination, and post-event follow-ups to maximise visibility and positive sentiment.

Event Management

Our team managed all aspects of the Cork City Hall gala dinner and related activations. This included event planning, guest list management, venue branding, scripting, and on-the-ground coordination with VIPs, media and stakeholders.

Public Affairs

We engaged key civic and political figures, aligning Ford’s legacy with local cultural narratives. This included working with Cork City Council and other stakeholders to facilitate the illumination of City Hall and participation in the centenary events.

Creative Studio

We produced branded creative assets including the Ford 100 campaign identity, press visuals, and digital content to bring the story to life. Materials were used across earned, owned, and shared channels to deliver a consistent and impactful campaign look and feel.