Ford UK Sets the Standard in New Advertising Campaign

BRENTWOOD, UNITED KINGDOM – July 23, 2010: Ford UK has launched a new advertising campaign that emphasises the value of its cars. Following the recent announcement of reduced recommended list prices across the range of Ford's passenger cars, matched by lower promotional discounts, the new Ford standard campaign highlights the level of technology and equipment included on Ford vehicles.

The Ford campaign focuses on a "Ford Standard" promise, using the tagline "More. As standard" to deliver a convincing message that Ford delivers leading-edge motoring at affordable prices.

Ford's most popular cars, including the market-leading Ford Fiesta and Ford Focus, feature in adverts that use the ampersand symbol (&) to underline that Ford customers benefit from the best levels of technology and equipment at competitive prices.

"We want people to remember Ford’s roots, which are about making the exclusive more inclusive," said Ford of Britain mar¬keting director Mark Simpson. "There are lots of discount price advertisements at the moment, but this campaign tells consumers they can get both high-quality and technically advanced features and a competitive price from Ford." The campaign launches this week and will be seen across a wide range of media including TV, radio, print, outdoor, digital and direct marketing.

The campaign will run until the end of September, which is traditionally the second-highest-selling month of the year, due to the number-plate change. However, with clearer pricing established across the Ford passenger car range, it is likely that the "Ford Standard" concept will be reused.