About client & task
Ford Performance Vehicles
MCS began their association with FPV in mid-2007, with the first project being the successful launch of the limited edition Cobra GT, at the spiritual home of Australian muscle cars – Bathurst.
The task :
Such was the success of this launch that every car was ‘sold’ before the week was out.
From 2007 until the retirement of the brand in January 2015, MCS was responsible for all media activity, including the coordination of the press fleet program, all product launches, professional writing services, the creation and ongoing maintenance of the social media channels, and establishing a series of topical “brand ambassadors.”
Client Case Study :
In 2008, MCS coordinated the launch of the FPV FG-based range to the Australian media at Port Macquarie – a strategic drive program ensured that guests left the two-day event satisfied, which was reflected in the overwhelming media coverage of the new FPV range. The value of the media coverage the FPV FG range received was estimated at an impressive $4 million dollars.
In 2012, MCS launched the last GT variant to be launched by the joint- venture partnership, the FPV GT RSPEC. A 21 strong media contingent attended the unveiling and interview opportunity followed by a successful road test program for the award winning vehicle.
Between launches, MCS managed the FPV press fleet targeting key members of the media, from automotive, lifestyle and mainstream. MCS also kept FPV at the forefront of the media’s attention, with the establishment of a series of ‘topical’ brand ambassadors. These included Melbourne Cup winning jockey Corey Brown, World Surfing Champion Mick Fanning, Formula One driver Mark Webber, V8 Driver Will Davison and motorsport legend Allan Moffat.