Ford Returns As Presenting Sponsor Of Legendary Bronner Bros. International Hair Show
ATLANTA--June 17, 2014: Continuing its eleven-year partnership with Ford, Bronner Bros. (BB), a leading global hair and skincare company, today announced the automotive giant has extended its agreement as "Presenting Sponsor" of the 67th Annual BB International Hair Show & Convention. Billed as the largest cosmetology trade event of its kind, the event will return to the Georgia World Congress Center on August 2-5, 2014. In addition to showcasing new industry tools, trends and technology, the event will feature educational classes, competitions, and entertainment events targeting licensed barber and beauty professionals.
As part of the sponsorship, Ford will display vehicles from its 2014 lineup, including the 2015 Ford Mustang, which will be given away to one lucky winner on Sunday night. Attendees will have an opportunity to participate in a "Ride N Drive," which allows consumers to test drive their car of choice. The first 300 people to complete a test drive will receive VIP access to the Ford lounge located at Park Bar, 150 Walton Street, Atlanta, GA 30303.
In lieu of the celebrated "Hair Battle Royale," Ford and Bronner Bros. are also introducing a "Happy Hair" themed couture fashion show this year. The ticketed event was added to appeal to the wide array of show attendees, as well as to offer a creative platform that gives national visibility to emerging designers, make-up artists and innovative hair stylists.
"Ford's commitment to diversity and inclusion is integrated across every aspect of the company. Through partnerships with trusted brands like Bronner Bros., we maintain the ability to drive deeper brand connections with multi-cultural consumers," said Shawn Thompson, manager of Multicultural Marketing, Ford. "This year marks the continuation of an exciting collaboration that celebrates black culture and its influence on creative beauty trends around the globe."
Throughout the show, interactive activities will take place at the Ford display including giveaways and surprise celebrity appearances. In addition, Ford will explore the buzz and business of natural hair as part of a panel discussion on the topic.
"We are introducing new ideas that put Ford front-and-center, while also re-energizing Bronner Bros.' commitment to our core audience— most of whom are professional stylists and barbers seeking education and networking," said Gerald Render, vice president of marketing, Upscale Magazine. "With Ford at the helm as presenting sponsor again, we have an extraordinary opportunity to deliver an experience that celebrates African-American beauty and culture like no other."
Over 50,000 registrants are expected to attend the 2014 show, with several thousand more visiting from cities known for its influence on black hair care such as Baltimore, Chicago, Detroit and Oakland, to name a few. According to the Metro Atlanta Chamber of Commerce, the BB Hair Show is the third largest tradeshow in Georgia and generates over $15M in revenue for the city of Atlanta and local businesses.