Ford Drives into New Orleans for Fourth Consecutive Year as Exclusive Automotive Partner of 2012 Essence Music Festival
- Ford is back for the fourth consecutive year as the exclusive automotive partner of the 2012 Essence Music Festival, which kicks off this weekend in New Orleans
- Ford will be involved with the festival in both an organic and hands-on way that enables consumers to experience and learn more about the company's newest products in a fun and meaningful atmosphere
- Ford's activities to include a 2013 Ford Escape vehicle giveaway, initiatives tied to breast cancer awareness, and the debut of "Escape to New Orleans," a four-part weekly travelogue about the Crescent City launching today on www.essence.com
DEARBORN, MI--July 5, 2012: Ford will take part in the 2012 Essence Music Festival for the fourth consecutive year as the exclusive automotive partner of the event. The festival has been billed as the largest African American music and culture event in the U.S. that regularly attracts a quarter-million attendees a year. Ford continues to enhance its activities each year in order to bring additional excitement to attendees of this annual music and empowerment festival.
"The Essence Music Festival continues to provide a tremendous opportunity to generate awareness of Ford products within the African American market, particularly when it comes to African American women," said Shawn Lollie, manager, Ford Multicultural Marketing. "For four years, we have been able to consistently connect with potential customers during the festival and introduce them to our latest portfolio of vehicles through the use of interactive and experiential activities."
"This connection will continue this weekend as we give festival-goers the opportunity to learn more about the all-new 2013 Ford Escape and the all-new Ford Fusion, in addition to engaging consumers about the importance of early detection as it relates to breast cancer," Lollie added.
As a proud and active partner of the festival, Ford has created a number of special opportunities for festival attendees, including the chance for one consumer to win the keys to an all-new 2013 Ford Escape as part of the "Ford Escape Showdown"; an exclusive broadcast with "The Steve Harvey Morning Show"; celebrity autographs at the Ford booth inside the convention center on Friday and Saturday courtesy of Ford partner Sirius XM; and the chance for attendees to take a drive in some of Ford's newest products like the 2013 Ford Escape, 2013 Ford Explorer and 2013 Ford Taurus.
In addition to the vehicle engagement experiences, Ford will also give attendees the chance to win some cool prizes at the Ford booth and potentially secure autographs as part of the brand's continued partnership with Sirius XM. Sirius XM will be conducting live interviews from the Ford booth with artists that include Mary J. Blige, Chaka Khan, Tamia, Trey Songz, Charlie Wilson and Kenny Latimore.
"Pink Friday" -- Ford booth goes pink, brand aims to
raise awareness of breast cancer
As part of Ford's involvement in this year's event, the brand will also activate what it's calling "Pink Friday" in an effort to raise awareness around breast cancer and the importance of early detection. On Friday, July 6, Ford Warriors in Pink will be donating $50 for each of the first 200 test drives to the Young Survival Coalition to help directly improve the lives of thousands of young breast cancer survivors.
"Warriors in Pink is thrilled to be at the Essence Music Festival to help raise awareness and bring the important message of early detection to the festival-goers," said Tracy Magee, Ford's primary brand experiential manager. "We also will be introducing Cheryl Perkins, one of our Models of Courage, at the event. We hope Cheryl's personal story and experiences with breast cancer will serve to inspire those on the front lines battling breast cancer."
Attendees can also visit the Warriors in Pink booth in the Essence Live area to purchase Warriors in Pink wear and gear. One hundred percent of the net proceeds will go toward benefiting young breast cancer survivors through the Young Survival Coalition.
2012 marks Ford's 18th year of support in the fight against breast cancer. To date, Ford has donated more than $115 million to the breast cancer cause. The Ford Warriors in Pink line of apparel and accessories is available exclusively on www.fordcares.com.
Ford and Essence launch "Escape to New
Orleans," a four-part weekly travelogue
Ford and Essence today launch "Escape to New Orleans," a four-part weekly travelogue that will provide viewers access to some of the people, places and passions that help make the city of New Orleans the perfect escape. Each episode will be approximately five to seven minutes in length and will be hosted by lifestyle bloggers Nate Fluellen of www.WorldwideNate.com and Christen Rochon of www.divasanddorks.com. The all-new 2013 Ford Escape will star in the travelogue alongside the webisode hosts.
To check out episode one, be sure to visit Essence Music Festival and click on the festival videos tab.
Ford's commitment to the festival will be felt throughout New Orleans the minute travelers arrive at Louis Armstrong airport, where one of the latest 2013 Ford Escape commercials will be airing around the baggage claim carousels. Attendees will also feel Ford's goals to Go Further when they arrive at the Ford booth, which has increased in size from previous years and now includes the ability for consumers to charge up while hanging out in the Ford area via cell phone and iPad charging stations.
"Ford has a lot planned for this year's festival and we are excited for all the weekend has to offer," said Lollie. "We hope attendees walk away with not only more information on our latest products, but also our continued commitment to Go Further when it comes to the community."
Be sure to join the conversation on Twitter throughout the weekend by using hashtag #FordBrandNew.