Our Work - Public Affairs
Public Affairs | Public Relations | Marketing | Creative Services
Client: Ford Motor Company
Project: Acceleration Tours
The Challenge:
Our task was to showcase Ford’s commitment and focus on a strategic business model that is product-driven and customer-focused, while discussing the challenges facing the U.S. auto industry today and Ford’s aggressive plan to compete and succeed in this evolving marketplace. Our target audience included the business community, local political leaders and community organizations.
The Solution:
Services used:
Peritus arranged for Ford executives to make stops in five cities throughout the region that connected the company with the public. In each market, executives addressed community organizations, participated in media interviews and met with opinion leaders. Target markets included Louisville, Lexington, Paducah, South Bend and Indianapolis.
The Result:
- Speaking opportunities were arranged with the Downtown Louisville Rotary Club, the Lexington Kiwanis Club, the Paducah Rotary Club, the South Bend Rotary Club and the Northeast Indianapolis Rotary Club, reaching more than 1,100 business and professional leaders.
- Ford executives participated in multiple media interviews throughout the campaign, including an interview with the Kentucky News Network that aired on more than 90 affiliate stations and an AP story that was picked up nationwide.
- Key influential meetings were lined up with more than a dozen opinion leaders, including the Louisville and South Bend mayors and a representative from the Kentucky Governor’s office.
- Our grasstops activities reached all three target audiences. Through surveys distributed at each event, our client concluded that the campaign was effective in boosting morale for the client, despite the ever-changing landscape for automakers.
- Since the completion of this project, Peritus was awarded additional ongoing business from Ford Motor Company, including the product launch of the 2008 Super Duty Truck, consumer PR projects for both the Ford Edge and Ford Super Duty and several local media events.
