Ford Case Study

The Beginning

Ford embarked on a music city adventure with the ambitious goal of owning the Nashville entertainment scene. By partnering with iconic venues, the Grand Ole Opry and Ryman Auditorium, Ford set the stage for an unforgettable journey into the heart of country music. 

The Vision  

With a clear vision, Ford aimed to not only connect with the soul of country music but also leverage these partnerships to create exclusive, once-in-a-lifetime moments. The plan provided Ford dealers across the Mid-South the unique opportunity to bring prospects and clients backstage and offered them "can't buy" VIP experiences at the Grand Ole Opry and Ryman Auditorium, both legendary venues. 

The Hurdles 

Navigating the dynamic Nashville entertainment scene and securing exclusive sponsorships posed initial challenges for Ford. How could they do so in a way that made sense for their dealers, customers, and country music fans in a relevant way?  

The Solutions 

Ford strategically became the exclusive automotive partner of the Grand Ole Opry and Ryman Auditorium, unleashing a wave of innovation. This comprehensive sponsorship package began with the creation of VIP Ford Lounges at both venues. Other assets included in-show and broadcast advertising, digital media, naming rights, and various experiential opportunities. 

The Triumphs 

Ford's fresh approach and exclusive partnership with two iconic venues proved to be a resounding success. By becoming an integral part of the Grand Ole Opry and Ryman Auditorium, Ford not only owned a historic piece of country music in Nashville but also fostered crucial dealer relationships, engaged with new customers, and delivered unparalleled once-in-a-lifetime experiences, solidifying its place in the heart of music city.