Ford will kick off marketing for its new Fiesta tomorrow with a full TV, newspaper, magazine, internet, direct mail, billboard, radio and sponsorship campaign.

The new Fiesta advert will premiere at 9pm tomorrow on Channel 4 during comedy show Ugly Betty. Newspaper and magazine advertising will start from September 20, billboards will start from September 22.

Mark Ovenden, marketing director, Ford of Britain, said: "With 3.2 million Fiesta models sold in Britain over the last 32 years, we have a large customer base and our marketing campaign targets existing customers as well as a style conscious younger audience.

"So it is important that we implement a broad communication campaign to ensure we reach all our audiences."