Car launches are always fun and i was extremely excited about this one. The new Ford Focus ST has arrived in South Africa and we were tasked to welcome it in grand style! Seeing that the ST is in Ford’s Performance stable, we decided to launch it in Durban and Port Shepstone at Dezzi Raceway, a cool racetrack that has insane twists and apexes.
The launch was small in terms of number of media that i invited. I invited 16 new media which included, bloggers, photographers and influencers. I haven’t done a small group like this before for a launch, so i was strategic with who i invite. This was difficult as i have so many relationships that i have created over the years, and i can’t invite everyone to everything. Side note: I wish people working in the media space can understand this and not send me harsh mails. My task is to create new relationships with media, getting to know people and introducing them to the brand and to who i am.
The day started reasonably early with media flying in from Johannesburg and Cape Town to Durban. After my usual welcome and introduction, everyone teamed up and chose a ST from the selection available and took off to Port Shepstone which was about 2 hours away from Durban. We then put the ST’s on the track and improved our #STcred.
The hastag for the launch was #NewFocusST and it generated about 619 tweets on the day of the launch. It was a great day out and a successful launch!
Big ups to the photographer, Leander Joseph from @OnAirEnt, these photos are insane!!