ImpreMedia
and Ford in Integrated Marketing Launch
for
the New Ford EDGE
New York, NY (December 21, 2006) – ImpreMedia announced
today a multi-platform integrated marketing program with the
Ford Motor Company for the new Ford EDGE launch targeting
Hispanic consumers. In a first of its kind deal, the Ford
EDGE will take center stage inside of ImpreMedia’s La
Vibra, the weekly entertainment publication distributed
throughout the 36-week campaign. The program also includes
LaVibra.com,
ImpreMedia’s newest website with exclusive entertainment
content.
"The
concept that ImpreMedia brought to us was completely on strategy
- it aligned to priority geographic markets for the crossover
segment where the Ford EDGE will compete, it connected with
our target customer passion points and was a cross-media platform,
which is how our customer consumes media. Being able to tap
these multi-tiered assets of ImpreMedia allows us to deliver
on our objectives with a media partner that provides a complete
media experience for consumers. It was a totally unique package
on many fronts", stated Dave Rodriguez, Multicultural
Marketing Manager for Ford.
The audience for La Vibra is young Latinos who are passionate about music, movies, clubbing and the latest gossip about their favorite artists. They are technologically savvy and digitally inclined. In print, ImpreMedia will wrap the cover story inside of La Vibra with a u-shaped ad for the new Ford EDGE.
“The
editorial environment we have created within La Vibra
is the perfect match for the Ford EDGE campaigns. With our
cutting edge design, content, and story treatment, La Vibra
reflects the stylish trends of young Latinos who are on the
go and looking for the latest in entertainment,“ stated
Monica Lozano, Publisher & CEO of La Opinión
which created La Vibra, now part of all ImpreMedia’s
newspapers.
ImpreMedia has also created a destination microsite featuring content on destinations reachable by car with local sections organized by major market including Los Angeles, New York, Chicago, San Francisco, Orlando, and Tampa. The microsite, which will act as one of the sweepstakes’ point of entry for the promotion, will also have links to official Ford EDGE website for visitors to get more information on the vehicle and local dealer listings.
As a part of the promotion, ImpreMedia created Aventura Ford EDGE (the Ford EDGE Adventure) in order to interact with the La Vibra audience. The promotion asks readers a basic question: “If you had the totally new 2007 Ford EDGE for a week, what kind of road-trip would you take?” This part of the promotion, supported by half-page promotional ads in each of ImpreMedia’s newspapers, will ask readers to pick a road trip adventure to a destination. The winner will receive everything they may need to have a good time along with other friends or family members at the destination point that their entry form indicates. Destinations will vary by market. Participants will have three ways to enter: 1) Via text message; 2) Via mail-in, and 3) Via internet.
Over the 36-week campaign, the Ford EDGE will also be the exclusive automotive sponsor in a cobranding deal of La Vibra content called Al Ritmo de Ford EDGE (The Rhythm of Ford EDGE) that appears weekly in the publication and online.
"This
turnkey solution demonstrates that ImpreMedia capabilities
go far beyond print. Solutions of this kind are one of the
standards that set ImpreMedia apart from traditional newspaper
publishing companies and truly add value to our automotive
clients both nationally and regionally. We are proud to be
a partner with Ford in this vehicle launch,” said Hugo
Hernandez, Corporate Accounts Manager for ImpreMedia.
About ImpreMedia
ImpreMedia is the #1 Spanish language newspaper and online news publisher in the United States. ImpreMedia publishes El Diario La Prensa and El Diario Contigo in New York, El Mensajero in the San Francisco bay area, La Opinión and La Opinión Contigo in Los Angeles, La Prensa in Orlando and Tampa and La Raza in Chicago, the leading Spanish language newspapers in their respective markets. ImpreMedia also distributes La Vibra, the premier weekly entertainment publication for young urban Latinos in six key Hispanic markets and Vista Magazine, the dual language magazine in distributed in 34 newspapers across 23 U.S. markets. ImpreMedia provides marketers with effective multi-platform solutions in print and online to reach the rapidly growing and influential Latino market.
About Ford Motor Company
Ford Motor Company, a global automotive industry leader based
in Dearborn, Mich., manufactures and distributes automobiles
in 200 markets across six continents. With about 300,000 employees
and more than 100 plants worldwide, the company’s core
and affiliated automotive brands include Aston Martin, Ford,
Jaguar, Land Rover, Lincoln, Mazda, Mercury and Volvo. Its
automotive-related services include Ford Motor Credit Company.
For more information regarding Ford’s products, please
visit www.fordvehicles.com.
Contact:
Erich Linker – Senior VP, National Sales – 212-807-4781
Hugo Hernandez – Corporate Accounts Manager – 213-896-2096
J. Alex Gomez – Director, Corporate Marketing – 213-896-3266
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