Ford Racing wanted to increase the use of hospitality throughout the FIA World Rally Championship (WRC) by Ford operating units to support local sales and marketing objectives.
We conceived the entire programme, the ‘Ford Ralley Experience’, as well as its implementation. This involved the creation of a ‘Hospitality Business Unit’ within Ford Rallye Sport to deliver defined objectives covering hospitality usage and financial control. Within the unit we then created a recharge and client account system managed by us.
We delivered a 157% increase in hospitality programmes between 2001 and 2002 and exceeded Ford’s financial targets by nearly 50%.
see also: Ford WRC/F1 - in-market exploitation
Ford - sponsorship