Ford has launched a major marketing campaign for its new performance dealership network, FTE, that aims to add passion to the Ford brand.

The campaign is driven by a combination of market research, press and cinema advertising, airport stands and displays, public relations and an interactive web site.

Initial research was conducted with Ford's existing customer base as well as with the anticipated demographic segment for each vehicle. The research set out to discover what the main drivers would be for potential customers in their vehicle purchasing decisions.

"The T-Series has been positioned as the most sophisticated Australian sports performance car on the market," said Stephen Eyears, Brand Manager of Special Vehicle Operations at Ford.

"It was important to emphasise the hands-on nature of the building process, the way each vehicle is custom-made to exacting specifications. This is a time-consuming and exclusive process with an outcome of high quality and individualisation," he said.

What Ford also found was that Cougar customers focussed more on the new-edge styling and European design of this hot sports car.

"This is a fast, fashionable vehicle," said Eyears. "It offers many options and is the only V6 in its class, and we anticipate that the cult following it enjoys in Europe and the US will be emulated here."

Underpinning all of these findings was the overall banner of FTE, which is the specialised dealership network and new brand for Ford. FTE aims to target customers with particular needs - ie. provide particular service for a particular customer.

"Everything about FTE is specialised - the number of dealers, the volume of cars available, the standard of service, the personalised attention to the customer," said Eyears.

This forms the backbone of the advertising and marketing campaign, along with the expertise that comes from the partnership between Ford and Tickford.

"The FTE advertising campaign is designed to target potential customers where they live and breathe," said Eyears.

Existing customers will also be targeted through activities with Car Clubs and direct mail campaigns with both relevant Ford customers and those who have already expressed an interest in the upcoming FTE program.

The marketing campaign will coincide with the customer launches taking place across October at locations including Melbourne, Sydney, Brisbane, Gold Coast, Newcastle, Townsville, Canberra and Launceston.

The Melbourne launch will see the unveiling of the specially designed Peter Alexander Cougar, a signature interior designed by the Pyjama King himself. This car will then be given away in a national competition through marie claire. Consolation prizes will include a limited number of exclusive Peter Alexander Cougar pyjamas for men and women.

The launches will also feature special FTE owners such as Mark Taylor, Jason Dunstall, Mimi Macpherson, Tania Zaetta, celebrity stylist Joh Bailey and champion Ironman Ky Hurst.

The launches are intended to educate and inspire FTE customers, and provide a forum for canvassing their views on FTE.

The FTE advertising campaign was developed by J Walter Thompson, and Stratcom Communique Australia is conducting public relations support.