Ford Focus goes loco over Ricky Martin with sponsorship of Livin' La Vida Loca Fall Tour '99
DETROIT, September 8, 1999 – Ford has just
caught Ricky Martin fever, announcing today that it will co-sponsor the upcoming
"Livin’ La Vida Loca Fall Tour '99" of the Puerto Rican-born
superstar. The agreement includes an option for Martin’s image to be featured
in up to three live commercials for the all-new Ford Focus small car, which will
be introduced in the U.S. this fall.
| FEED DATE: Wednesday, September 8 |
| FEED TIMES: |
| 11:00 - 11:30 am (Eastern Time) |
| Telstar 6, C-Band |
| Transponder 6 |
| Dual Audio 6.2/6.8 |
| 2:30 - 3:00 pm (Eastern Time) |
| Telstar 4, C-Band |
| Transponder 1 |
| Dual Audio 6.2/6.8 |
"Ricky Martin is unquestionably the number
one singer worldwide today and we are proud to have a chance to connect our
performance-oriented Ford Focus with one of the premier performers in the
entertainment world," said Jim O’Connor, President of the Ford Division
of Ford Motor Company. "The Ford Focus is targeted at the youth market and
Ricky Martin is clearly singing their song."
Elements of the alliance include:
- Ricky Martin or his tour image to be
featured in up to three Ford Focus live commercials, one to be produced in
Spanish as well as English.
- Ford Focus to be the exclusive automotive
sponsor of the Ricky Martin "Livin’ La Vida Loca Fall Tour '99,"
which begins October 20 in Miami.
- A select number of prime tickets for the
Ricky Martin concerts to be available exclusively through Ford dealerships
in selected cities.
- A national Ford Focus sweepstakes to select
five winners who will meet Ricky Martin backstage at one of his concerts.
Martin To Be Featured in Focus Live TV
Advertising Campaign
The first hint of how Ricky Martin’s sensual style will flavor the Focus
national advertising campaign could come as early as September 9th, when Ford
will debut three live Focus spots during the MTV Music Video Awards. The spots
will each feature comedian and actress Annabelle Gurwitch, co-host of TBS’
Dinner and a Movie, driving her Ford Focus to the awards event. Martin is
nominated for six U.S. video music awards this year and is scheduled to perform
during the live broadcast from New York City’s Metropolitan Opera House at
Lincoln Center.
"Now it wouldn't be nearly as much fun if
we told you exactly when, where or how Ricky will appear, would it?" said
Jan Klug, Ford marketing communications manager, who oversees advertising for
the largest automotive division in the world. "Our ‘Live TV’ format for
the Focus campaign gives us the ability to be unpredictable and respond to the
excitement of the moment. You can’t ask for much more excitement than Ricky
Martin," added Klug.
The "Focus Live" campaign is
unprecedented in its scope with more than 60 live TV spots featuring Gurwitch
experiencing life in her Ford Focus to air over the next six months. The
commercials will run during popular prime-time programs targeted to the huge
youth market, including: NBC’s Friends, Jesse and Frasier; ABC’s Drew
Carey and The Norm Show; and Fox’s Simpsons and Ally McBeal.
Ford Focus to Co-Sponsor "Livin’ La
Vida Loca Fall Tour '99"
The exclusive automotive sponsorship of the "Livin’ La Vida Loca Fall
Tour '99" allows Ford Focus to be an integral part of Martin’s 24-city
U.S. tour. Focus vehicles will be displayed at a majority of the concert venues.
Tickets for his fall originally scheduled
16-city tour sold out in 30 minutes, prompting the addition of eight more
concerts. Scheduled stops include: Miami, Philadelphia, Detroit, Houston, San
Diego, San Jose, Tampa, New York, Dallas, Las Vegas, Phoenix, Atlanta, Chicago,
San Antonio, Los Angeles and Anaheim. In addition to Focus, other tour sponsors
are Pepsi and Emporio Armani. The Ricky Martin/Ford relationships was packaged
and secured by Entertainment Marketing Communications International (EMCI) of
Stamford, Conn.
Ford Focus Test Drives Tied to Prime Seat
Concert Tickets
Ford dealers throughout the U.S. will have prime seat tickets for the additional
tour stops, which are certain to sell out within minutes once locations are
announced. The opportunity to win the Ricky Martin tickets will be tied to Focus
test drives. Details of the regional concert promotions may vary from market to
market. The Ford Focus will be available at Dealerships to test drive
mid-October.
In addition, a national Ford Focus sweepstakes
will award five fans an opportunity to meet Martin backstage and have their
photo taken with the international superstar.
2000 Ford Focus
The all-new Ford Focus is also an international rising star. Introduced in
Europe last year and coming to the U.S. in October, Focus is setting new
standards for small car roominess, comfort, driving dynamics and appearance.
Focus has won numerous accolades from
automotive journalists around the world, including the 1999 European Car of
the Year Award.
Ford expects to sell more than 300,000 Focus
vehicles a year through appealing to a tremendously diverse group of buyers,
particularly the highly influential and huge youth market. Pricing ranges from
$12,280 for the three door ZX3 to $15,580 for the high-end ZTS sedan models.
Focus is available as a hatchback, sedan or station wagon.
Text Source: Ford Media Information Center
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