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Front Page
Fords New Marketing Focus
Staff, Monday August 19, 2002.
Page 1 of 1
Onlookers may need to adjust their focus this weekend as Ford unleashes its new marketing strategy by suspending a Focus in mid-air over hot spots in both Melbourne and Sydney.
Ford is using all-new tactics to generate excitement about the launch of the award-winning, best-selling Focus. These include rigging a Focus on a crane in prominent urban locations, such as Punt Road in Melbourne and Fox Studios in Sydney.
The Focus 'buzz' campaign aims to generate hype and anticipation for the funky Focus amongst potential customer groups.
"Our buzz campaign includes a whole host of activities which will create talking points for our potential customers. A Focus hanging from a crane at Fox Studios and over Punt Road will be definite conversation starters," says Focus Brand Marketing Manager, Melissa Wenn.
Ford is also teaming up with Nova FM, FCUK and Sony to build the profile of Focus.
"Focus is the ideal product for confident, outgoing people who are looking for something different. We are directing our marketing in a way that appeals to them," says Melissa.
Ford aims to break convention with this marketing drive, with Focus appearing in all the places it is least expected. Focus posters and advertising are being plastered on street furniture and online hotspots. Live radio crosses with Nova FM in Melbourne and Sydney will tie in with all the major activities including the crane riggings to upsize the hype.
"Once the campaign takes off, it will be hard not to know the Focus is coming," says Melissa Wenn.
Ford is confident that Focus will be a success story in Australia and the new marketing edge will create a fresh image for Focus and Ford. The buzz campaign kicks off this weekend and the calendar of activities continues well in to the end of 2002.
Focus Crane Riggings:
MELBOURNE
| Date | Time | Location | Address |
| Friday, August 16 | 5 - 10pm | Punt Road Oval, Richmond | Cnr Brunton Ave & Punt Rd (positioned on Richmond Cricket Ground) |
| Saturday, August 17 | 5 - 10pm | Punt Road Oval, Richmond | Cnr Brunton Ave & Punt Rd (positioned on Richmond Cricket Ground) |
| Monday, August 19 | 5 - 10am | Queen Victoria Market | Cnr Peel & Franklin St, North Melbourne (in market carpark facing Peel St) |
SYDNEY
| Date | Time | Location | Address |
| Saturday, August 17 | 9am - 3pm | Fox Studios | Showring, Fox Entertainment Precinct, Land Rd, Moore Park |
| Sunday, August 18 | 9am - 6pm | Fox Studios | Showring, Fox Entertainment Precinct, Land Rd, Moore Park |
For further information, please contact:
Ford Australia Communications
Phone: 03-9359 8491
