Ford Retail has launched a multi-platform campaign on the back of a major rebrand to TrustFord, aimed at aligning the business’ regional dealerships under one nationally recognised brand.
The new TrustFord campaign will cover online, print, outdoor and radio advertising, PR and social media engagement. It was created by branding agency Good, which also handled the rebrand, and features real life staff from the company’s national network of 65 dealership sites showing them at work and how they embody the values of trust, honesty and transparency that the new branding aims to convey.
Celia Pronto, group marketing and e-commerce director at TrustFord, said of the activity: “Our launch campaign is based on research that revealed our customers believe our people, our passion and our personal approach are what makes the difference to their experience; and gives them the trust they are looking for when buying and maintaining their vehicle. The campaign focusses on our values as a company, and we believe they represent our personality of being friendly, natural and approachable.
“Consolidating our customer facing brands under one name will enable key business functions, particularly marketing and communications, to run more efficiently. Having one brand instead of a number of different regional ones, will dramatically improve our ability to externally communicate key messaging, news and business developments on a national level.”
MediaVest has handled the media planning and buying whilst The Red Consultancy has managed the PR.
From today, 2 June, the TrustFord identity will be rolled out across the UK network with Bougourd Ford, Brunel Ford, Dagenham Motors, Heartlands Ford, La Motte Ford, Lindsay Ford, Polar Ford, @First Parts, Ford Retail Online and Ford Online Parts all taking on the new identity.