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Imagination to Show SEMA the Endless Possibilities of Ford


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DETROIT, Nov. 1, 2010 -- In a blockbuster experience at this year's upcoming annual Specialty Equipment Manufacturer's Association (SEMA) Show to be held in Las Vegas, NV, Ford Motor Company will demonstrate to performance product experts that anything is possible with a Ford thanks to their diverse and highly energized presence designed and executed for Ford by Imagination The Americas, Inc. (www.imagination.com)

Imagination worked with Ford on the strategy for the show, developed the creative and oversaw the installation of Ford's impressive, highly engaging and experiential participation at SEMA.  "I liken our presence at SEMA to Ford after dark," said Kevin Keling, Specialty Shows Manager for Ford. "Imagination delivers strategically solid, creative ideas that support this notion, as well as communicate our key messages to our target."

This year, Ford will feature a dual presence at the show.  Inside the main convention center, select aftermarket builders, with stock vehicles as their canvas, have been invited to express themselves by customizing their Ford vehicles in new and infinitely creative ways.  Using this direction as a launch point, the team at Imagination has spent months meeting with Ford engineers, designers and brand managers to understand Ford's key objectives at the show and have created a world-class, highly interactive experience  that clearly delivers upon them.  Using white base models of the Ford Fiesta, Focus, Mustang, and F-Series to represent a blank canvas and launching point, project vehicles customized in themes ranging from racing, artistic design, green and more will be cleverly laid out to reinforce what's possible with a Ford.

"The SEMA audience has a tremendous influence on trends in the auto world; they set the tone for what's hot when it comes to customization," said Matt O'Mara, General Manager for Imagination, Detroit. "We're privileged to have designed such an incredible stand at SEMA for Ford Motor Company as SEMA attendees are inspired by just some of what's possible with a Ford vehicle."

Outside, at the "Ford Out Front" area, Imagination will be orchestrating Ford's efforts, along with partner, Monster Energy, in providing attendees the opportunity to witness Ken Block (who's gymkhana demonstration in a specially tuned Ford Fiesta has had over 15 million views on YouTube http://www.youtube.com/watch?v=4TshFWSsrn8) and Vaughn Gittin, Jr. performing gymkhana, drifting demos and other stunts. Lucky attendees will get a chance to ride along with Block and Gittin, test drive a new 5.0L Mustang GT or race-equipped Miller Motorsports Park Mustang or experience a Raptor ride in the neighboring off-road course and get a t-shirt or a Mustang sleeve.

Back inside the Las Vegas Convention Center, this year's SEMA Show also marks the debut of the new 2012 Mustang Boss 302 €“ which Ford will unveil in a presentation that will include a countdown, film short and big reveal of one of the year's most hotly anticipated vehicles; all created by Imagination.

Attendees will be also able to talk engines with expert Ford engineers as renowned artist Camilo Pardo, designer of the reborn Ford GT, paints a Fiesta upfitted with Ford Racing Performance parts.  Attendees will also be treated to twice-daily performances by trick shot artist Allison Fisher on a vintage Mustang pool table, the chance to drive like Ken Block on the Fiesta simulator and even walk away with a free tattoo sleeve for participating in a "pick your favorite" customized Fiesta contest.

Imagination has worked with Ford for 37 years, globally creating unforgettable experiences that have introduced some of the most successful and beloved cars in history.  The SEMA show will run from November 2 through November 5.

About Imagination: Imagination is a creative agency with deep roots in experiential marketing.  Imagination opened its doors 40 years ago in London. Today, the company has offices in 12 countries, making it the largest independent creative network in the world.  This means Imagination can focus on the work: creating powerful, engaging experiences with consumers unencumbered with the bureaucracy of traditional holding companies. Visit www.imagination.com for more information.