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United States

Case Study


Launching an integrated partnership campaign for continued Ford Bronco storytelling

  • ServiceStrategic Communications, Innovation & Creative
  • SectorMobility & Transportation
  • OfficeUnited States
  • Capability

    Media Relations, Content & Publishing Strategy, Creative Strategy

Hill & Knowlton was tasked with further accelerating the Bronco Brand momentum and underscore that Ford is relentless in “playing to win” in the future of off-road SUVs, lifestyle and enthusiast advocacy.

To accomplish this, we maximized the storytelling out of Bronco media drives, Job 1 events and new accessory offerings while keeping Bronco exciting with buzz model and partnership moments (ex. HOSS, Filson). Our program included:

Rebelle Rally Storytelling:  H&K brought together Ford's trio of Bronco Sport teams to navigate the challenging conditions and desert environments of the Rebelle Rally with only a compass, no GPS. The teams consisted of professional off-road racers Shelby Hall and Penny Dale and a novice team consisting of Ford employees Jovina Young and Erica Martin.

Bronco HOSS: Showcased at the 2021 Woodward Dream Cruise and delivering Built Wild™ extreme off-road capability, H&K promoted the all-new family of Bronco® rugged SUVs with built with High-Performance Off-Road Stability Suspension (HOSS) systems.

Ford Bronco® brand and Filson, the rugged outdoor outfitter, joined forces to celebrate wildland firefighters and support the National Forest Foundation, unveiling the Bronco + Filson Wildland Fire Rig concept and limited-edition outdoor gear.

Related Services and Sectors

Strategic Communications

Today’s businesses turn to H&K for strategic communications that ignite big ideas and transformative approaches. Our breadth of expertise and depth of knowledge enables clients to create breakthrough opportunities and address emerging risks.


Innovation & Creative

H&K is redefining how we use the power of creativity to meet our client’s challenges, bringing together new combinations of creative consultants to work across the firm, from experts in creativity and strategy to content, media, digital and data.


Mobility & Transportation

The transportation leaders of today face a challenging landscape. To navigate forces old and new – like reliability, sustainability, affordability, workforce and competitiveness – they need expert guidance to conquer the headwinds.