Dubai Lynx

FORD OF ARABIA

ASDA'A BURSON-MARSTELLER, Dubai / FORD / 2017

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Overview

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Credits

Overview

Background

In an industry as saturated as the automotive market, where every new car model or fleet competes for bigger, faster, more affordable, great design, better mileage, the big question posed is how does ford reinforce itself as a leader in trucks and SUVs? This formed both, the challenge and the objective for us.

Execution

We approached Jordanian Tourism Board and sealed a partnership that resulted in free visas, airport shuttles and exclusive access permits, and saved the client time and money.

We invited journalists, bloggers and influencers from around the world via our global network.

We wanted our guests to learn about the Revolt, one of the most dramatic and seminal episodes of the 20th century, and history of the modern Middle East. We got William Dalrymple, the acclaimed writer and historian to narrate the happenings of that time to our visitors, bringing the story and landscape to life.

To ensure our guests are always connected, and constantly sharing content, we secured free Wi-Fi in all the vehicles for the drive – a first in the industry, and a feat that took everyone by surprise.

What took T.E. Lawrence and Prince Faisal two months on horseback took only a few hours with Ford horsepower!

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