Ford: Spectacular launch of the Ford Mondeo at Hamburg Airport

Within the scope of the Ford Mondeo launch, Ford took-off with Hamburg Airport. The broad cooperation included a spectacular launch event with over 800 guests in the Lufthansa Technik hangar, a four-week long promotion campaign in the airport’s Terminal 2 at the south end of the Pier and culminated in Ford’s being the main sponsor of the Airport Days Hamburg in September 2007.

The aim of the campaign was the focused promotion of regional awareness flanking the national launch campaign as well as to generate interest in test driving the new Ford, with the main focus of attention being on the airport’s business passengers.

To mark the commencement of the concerted airport cooperation, over 800 VIP clients of dealers Hugo Pfohe and Krüll Motor Company were invited to celebrate the launch of the new Ford Mondeo in the Lufthansa Technik hangar under the motto, “Take off first class”.

Parallel to this, a four-week long promotion campaign took place in Terminal 2 at the south end of the Pier. This involved placement of a branded promotion stand with the new Ford Mondeo. Promoters had professional consultation discussions with the target group identified and, furthermore, presented prospective customers interested in a test drive with high quality give aways and information material.

The data and details of prospective customers were recorded and provided to the participating car dealers via data transfer on an on-going basis for follow-up.

To assist the promotion, both eye-catching, flanking banners and large format illuminated displays were installed in the south Pier area. Both media led directly to the exhibition area and introduced the promotion campaign. The overall design was thus one of a compact, self-contained presentation.

Light box Terminal 2, south Pier

The prominently positioned, compact motifs in Terminal 2 provided an introduction to the promotion situation.

Exhibition area, Terminal 2, south Pier

The Ford Mondeo was presented to arriving and departing passengers in the branded exhibition area at the south end of the Pier. Passengers interested in the car were able to obtained professionally presented information.

Banner, Terminal 2, south Pier

Exclusively placed, large format banners lead directly to the exhibition area at the south end of the Pier. .

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