Ford Focus Goes Loca Over Ricky Martin
9 September 1999
Ford Focus Goes Loca Over Ricky Martin With Sponsorship Of 'Livin' La Vida Loca Fall Tour '99'
DETROIT, Sept. 8 -- 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.
"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 relationship 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.