<p>Filed under: <a href="http://www.autoblog.com/category/marketing-advertising/" rel="tag">Marketing/Advertising</a>, <a href="http://www.autoblog.com/category/ford/" rel="tag">Ford</a></p><a href="http://www.autoblog.com/photos/2011-ford-fiesta-print-ads/#2989854"><img hspace="0" border="0" vspace="4" alt="" src="http://www.blogcdn.com/www.autoblog.com/media/2010/05/mpg-copy.jpg" /></a>
<div style="text-align: center;"><em><strong><small>2011 Ford Fiesta - Click above for high-res image gallery</small></strong></em></div>
<br />
Actually, the <a href="http://www.autoblog.com/model/fiesta">Ford Fiesta</a> marketing campaign started well over a year ago with the <a href="http://www.autoblog.com/tag/FiestaMovement/">Fiesta Movement</a> social media effort. The primary advertising campaign is now moving into the more traditional print and broadcast areas as well as a new phase of the "Movement." The first 60-second TV ad will air Tuesday night during American Idol and then spread to movie theaters to lead in the big summer blockbusters. <br />
<br />
The more interesting aspect of the campaign will be the online webisodes that feature Fiesta Movement agents in short films. What's not to like about <a href="http://www.fordvehicles.com/cars/fiesta/gallery/videos-and-demos/">zombies and key fobs</a> to advertise a hip new car? Another webisode may be a play on last year's Fiesta vs. Corvette comparison on Top Gear with the little Ford facing off against a Lamborghini this time. <br />
<br />
The tag-line of the campaign will be "It's a pretty big deal" referring to all of the features and equipment that are either standard or available in the Fiesta including the seven airbags, push-button start, heated leather seats, <a href="http://www.autoblog.com/tag/SYNC/">SYNC</a> and especially the 40 mpg highway fuel economy. Ford is heavily promoting this as a premium small car rather than just a cheap, small car. One of the print ads features a comparison of the air bag count as compared to the <a href="http://www.autoblog.com/model/3+series">BMW 3 series</a>. <br />
<br />
In spite of that premium feel, Ford is still promoting value although not necessarily the way they have in the past with a low-ball entry level price. Instead, the hatchback Fiesta, which starts at just over $15,700, is being pitched against the <a href="http://www.autoblog.com/tag/HondaFitSport/">Honda Fit Sport</a>. <br />
<br />
With down-sizers, urban dwellers and younger buyers being the primary target market a big part of the campaign will also involve ad buys on urban and adult contemporary radio stations as cable channels like BET. <a href="http://www.autoblog.com/2010/05/18/video-ford-kicks-off-fiesta-marketing-campaign-its-a-pretty/#continued">Check out some of the ads and webisodes after the jump</a>. <br />
<br />
<br />
<div class="postgallery"><p><strong>Gallery: <a href="http://www.autoblog.com/photos/2011-ford-fiesta-print-ads/">2011 Ford Fiesta print ads</a></strong></p><a href="http://www.autoblog.com/photos/2011-ford-fiesta-print-ads/#2989854"><img src="http://www.blogcdn.com/www.autoblog.com/media/2010/05/technology_thumbnail.jpg" alt="" title="" /></a><a href="http://www.autoblog.com/photos/2011-ford-fiesta-print-ads/#2989855"><img src="http://www.blogcdn.com/www.autoblog.com/media/2010/05/sync_thumbnail.jpg" alt="" title="" /></a><a href="http://www.autoblog.com/photos/2011-ford-fiesta-print-ads/#2989856"><img src="http://www.blogcdn.com/www.autoblog.com/media/2010/05/mpg_thumbnail.jpg" alt="" title="" /></a></div><br />
<div class="postgallery"><p><strong>Gallery: <a href="http://www.autoblog.com/photos/first-drive-2011-ford-fiesta/">First Drive: 2011 Ford Fiesta</a></strong></p><a href="http://www.autoblog.com/photos/first-drive-2011-ford-fiesta/#2914311"><img src="http://www.blogcdn.com/www.autoblog.com/media/2010/04/01fordfiestafd2011_thumbnail.jpg" alt="" title="" /></a><a href="http://www.autoblog.com/photos/first-drive-2011-ford-fiesta/#2914314"><img src="http://www.blogcdn.com/www.autoblog.com/media/2010/04/02fordfiestafd2011_thumbnail.jpg" alt="" title="" /></a><a href="http://www.autoblog.com/photos/first-drive-2011-ford-fiesta/#2914315"><img src="http://www.blogcdn.com/www.autoblog.com/media/2010/04/03fordfiestafd2011_thumbnail.jpg" alt="" title="" /></a><a href="http://www.autoblog.com/photos/first-drive-2011-ford-fiesta/#2914317"><img src="http://www.blogcdn.com/www.autoblog.com/media/2010/04/04fordfiestafd2011_thumbnail.jpg" alt="" title="" /></a><a href="http://www.autoblog.com/photos/first-drive-2011-ford-fiesta/#2914319"><img src="http://www.blogcdn.com/www.autoblog.com/media/2010/04/05fordfiestafd2011_thumbnail.jpg" alt="" title="" /></a></div><br />
[Source: Ford]<p><a href="http://www.autoblog.com/2010/05/18/video-ford-kicks-off-fiesta-marketing-campaign-its-a-pretty/" rel="bookmark">Continue reading <em>Video: Ford kicks off Fiesta marketing campaign, "It's a pretty big deal"</em></a></p><p style="padding:5px;background:#ddd;border:1px solid #ccc;clear:both;"><a href="http://www.autoblog.com/2010/05/18/video-ford-kicks-off-fiesta-marketing-campaign-its-a-pretty/">Video: Ford kicks off Fiesta marketing campaign, "It's a pretty big deal"</a> originally appeared on <a href="http://www.autoblog.com">Autoblog</a> on Tue, 18 May 2010 08:57:00 EST. Please see our <a href="http://www.weblogsinc.com/feed-terms/">terms for use of feeds</a>.</p><h6 style="clear: both; padding: 8px 0 0 0; height: 2px; font-size: 1px; border: 0; margin: 0; padding: 0;"></h6><a href="http://www.autoblog.com/2010/05/18/video-ford-kicks-off-fiesta-marketing-campaign-its-a-pretty/" rel="bookmark" title="Permanent link to this entry">Permalink</a> | <a href="http://www.autoblog.com/forward/19480340/" title="Send this entry to a friend via email">Email this</a> | <a href="http://www.autoblog.com/2010/05/18/video-ford-kicks-off-fiesta-marketing-campaign-its-a-pretty/#comments" title="View reader comments on this entry">Comments</a>
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<div style="text-align: center;"><em><strong><small>2011 Ford Fiesta - Click above for high-res image gallery</small></strong></em></div>
<br />
Actually, the <a href="http://www.autoblog.com/model/fiesta">Ford Fiesta</a> marketing campaign started well over a year ago with the <a href="http://www.autoblog.com/tag/FiestaMovement/">Fiesta Movement</a> social media effort. The primary advertising campaign is now moving into the more traditional print and broadcast areas as well as a new phase of the "Movement." The first 60-second TV ad will air Tuesday night during American Idol and then spread to movie theaters to lead in the big summer blockbusters. <br />
<br />
The more interesting aspect of the campaign will be the online webisodes that feature Fiesta Movement agents in short films. What's not to like about <a href="http://www.fordvehicles.com/cars/fiesta/gallery/videos-and-demos/">zombies and key fobs</a> to advertise a hip new car? Another webisode may be a play on last year's Fiesta vs. Corvette comparison on Top Gear with the little Ford facing off against a Lamborghini this time. <br />
<br />
The tag-line of the campaign will be "It's a pretty big deal" referring to all of the features and equipment that are either standard or available in the Fiesta including the seven airbags, push-button start, heated leather seats, <a href="http://www.autoblog.com/tag/SYNC/">SYNC</a> and especially the 40 mpg highway fuel economy. Ford is heavily promoting this as a premium small car rather than just a cheap, small car. One of the print ads features a comparison of the air bag count as compared to the <a href="http://www.autoblog.com/model/3+series">BMW 3 series</a>. <br />
<br />
In spite of that premium feel, Ford is still promoting value although not necessarily the way they have in the past with a low-ball entry level price. Instead, the hatchback Fiesta, which starts at just over $15,700, is being pitched against the <a href="http://www.autoblog.com/tag/HondaFitSport/">Honda Fit Sport</a>. <br />
<br />
With down-sizers, urban dwellers and younger buyers being the primary target market a big part of the campaign will also involve ad buys on urban and adult contemporary radio stations as cable channels like BET. <a href="http://www.autoblog.com/2010/05/18/video-ford-kicks-off-fiesta-marketing-campaign-its-a-pretty/#continued">Check out some of the ads and webisodes after the jump</a>. <br />
<br />
<br />
<div class="postgallery"><p><strong>Gallery: <a href="http://www.autoblog.com/photos/2011-ford-fiesta-print-ads/">2011 Ford Fiesta print ads</a></strong></p><a href="http://www.autoblog.com/photos/2011-ford-fiesta-print-ads/#2989854"><img src="http://www.blogcdn.com/www.autoblog.com/media/2010/05/technology_thumbnail.jpg" alt="" title="" /></a><a href="http://www.autoblog.com/photos/2011-ford-fiesta-print-ads/#2989855"><img src="http://www.blogcdn.com/www.autoblog.com/media/2010/05/sync_thumbnail.jpg" alt="" title="" /></a><a href="http://www.autoblog.com/photos/2011-ford-fiesta-print-ads/#2989856"><img src="http://www.blogcdn.com/www.autoblog.com/media/2010/05/mpg_thumbnail.jpg" alt="" title="" /></a></div><br />
<div class="postgallery"><p><strong>Gallery: <a href="http://www.autoblog.com/photos/first-drive-2011-ford-fiesta/">First Drive: 2011 Ford Fiesta</a></strong></p><a href="http://www.autoblog.com/photos/first-drive-2011-ford-fiesta/#2914311"><img src="http://www.blogcdn.com/www.autoblog.com/media/2010/04/01fordfiestafd2011_thumbnail.jpg" alt="" title="" /></a><a href="http://www.autoblog.com/photos/first-drive-2011-ford-fiesta/#2914314"><img src="http://www.blogcdn.com/www.autoblog.com/media/2010/04/02fordfiestafd2011_thumbnail.jpg" alt="" title="" /></a><a href="http://www.autoblog.com/photos/first-drive-2011-ford-fiesta/#2914315"><img src="http://www.blogcdn.com/www.autoblog.com/media/2010/04/03fordfiestafd2011_thumbnail.jpg" alt="" title="" /></a><a href="http://www.autoblog.com/photos/first-drive-2011-ford-fiesta/#2914317"><img src="http://www.blogcdn.com/www.autoblog.com/media/2010/04/04fordfiestafd2011_thumbnail.jpg" alt="" title="" /></a><a href="http://www.autoblog.com/photos/first-drive-2011-ford-fiesta/#2914319"><img src="http://www.blogcdn.com/www.autoblog.com/media/2010/04/05fordfiestafd2011_thumbnail.jpg" alt="" title="" /></a></div><br />
[Source: Ford]<p><a href="http://www.autoblog.com/2010/05/18/video-ford-kicks-off-fiesta-marketing-campaign-its-a-pretty/" rel="bookmark">Continue reading <em>Video: Ford kicks off Fiesta marketing campaign, "It's a pretty big deal"</em></a></p><p style="padding:5px;background:#ddd;border:1px solid #ccc;clear:both;"><a href="http://www.autoblog.com/2010/05/18/video-ford-kicks-off-fiesta-marketing-campaign-its-a-pretty/">Video: Ford kicks off Fiesta marketing campaign, "It's a pretty big deal"</a> originally appeared on <a href="http://www.autoblog.com">Autoblog</a> on Tue, 18 May 2010 08:57:00 EST. Please see our <a href="http://www.weblogsinc.com/feed-terms/">terms for use of feeds</a>.</p><h6 style="clear: both; padding: 8px 0 0 0; height: 2px; font-size: 1px; border: 0; margin: 0; padding: 0;"></h6><a href="http://www.autoblog.com/2010/05/18/video-ford-kicks-off-fiesta-marketing-campaign-its-a-pretty/" rel="bookmark" title="Permanent link to this entry">Permalink</a> | <a href="http://www.autoblog.com/forward/19480340/" title="Send this entry to a friend via email">Email this</a> | <a href="http://www.autoblog.com/2010/05/18/video-ford-kicks-off-fiesta-marketing-campaign-its-a-pretty/#comments" title="View reader comments on this entry">Comments</a>
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