GENEVA - Ford's managing directors in France, Italy and Spain are taking a leading role in creating a pan-European advertising campaign for the new Lynx diesel-powered Fiesta.
France, Italy and Spain are Europe's three leading diesel markets.
The campaign will emphasize the Lynx diesel engine's efficiency by claiming the Fiesta can travel from Rome to Zurich on a single tank of fuel. The campaign will run in all European countries. In the Spanish advertisement, the route will be Barcelona to Zurich.
The three Ford managing directors - Claude Brunet (France), Andrea Formica (Italy) and Jeff Bell (Spain) - took the lead in developing the new campaign. They worked in conjunction with advertising agency Young & Rubicam, said Ford of Europe marketing chief Earl Hesterberg, speaking at Geneva.
'It's very important for us,' said Hesterberg. 'Ford has not been a leader in diesel technology. So when we introduce a very competitive new diesel, it's important for us to communicate that on a pan-European basis.'
Hesterberg believes the strategy of involving local market chiefs in advertising will help Ford better tailor its message to local customers in Europe.
He said: 'We're involving people from individual markets. It's not easy to do. It involves communication across so many countries and cultures.'