Ford announced a
unique advertising campaign for it's all-new subcompact SUV - the 2001
Ford Escape. The "My Dream Escape" promotion is a targeted
print advertising approach, in which Ford is reaching many specific
audiences by partnering with 15 different publications to create unique
two-page advertorials.
The "My Dream
Escape" promotion is an extension of Ford's SUV umbrella "No
Boundaries - Ford Outfitters" strategy, which was initially
launched last fall. "The Escape offers us the chance to extend
beyond the traditional outdoor enthusiast context for SUVs and move in a
different direction," said Stu Smith, Escape marketing manager.
"The 'My Dream Escape' promotion will help people realize their
dreams - whatever those dreams may be - with help from some important
personal outfitters and publication partners."
Ford,
and its advertising agency J. Walter Thompson USA, asked more than 150
publications to generate proposals for a "My Dream Escape"
package. Ford and JWT provided information to each publication on the
overall "My Dream Escape" strategy and the mindset of the
target customer. Each magazine then submitted a package proposal that
would be of interest to their readers and topical to their publication -
one that would allow readers to realize their dreams and passions with
help from a "personal outfitter." The final 15 magazines
selected were based on the strength of their submitted ideas. Each
magazine's advertorial is different and is relevant to their readers and
to Escape prospects.
Each
"My Dream Escape" package offers one lucky winner the
once-in-a-lifetime chance to do something they ordinarily would not have
the opportunity to do - like spending a weekend learning cooking tips
and secrets from a classically-trained chef (via Food & Wine
magazine) or spending time at a select writer's workshop developing
their personal writing skills with an experienced author (via Esquire
magazine).
"The
idea essentially was to completely involve the magazine in the promotion
rather than simply being an outlet for the final creative
execution," said Leisa Byars, Ford Division truck communications
manager. "The 'My Dream Escape' packages offer people the
opportunity to make their dreams come true - whether their dream is to
become a professional chef, an Olympic athlete or a documentary
film-maker."
Each
publication created an advertorial that would describe their package and
drive readers to the "My Dream Escape" website at
mydreamescape.com (housed on fordoutfitters.com) where they can register
to win one of the 15 "My Dream Escape" packages and/or an
all-new 2001 Ford Escape. (Links to mydreamescape.com are also available
through many of the individual publications' websites.) There, readers
must submit an essay explaining why they should be selected to win that
particular package and what they believe they would personally gain from
participating in the promotional adventure. Ford and their media
partners will work together to select the winners for each package based
on the submitted essays.
The
entire approach of the "My Dream Escape" promotion is another
example of innovative marketing from Ford. "The magazines involved
in this promotion are true partners, as they developed, wrote, produced
and provided layout of each advertorial," said Byars. "The key
point is how we are working differently with media to engage and involve
our collective customers."
Designed
to introduce and motivate potential consumers to consider the all-new
2001 Ford Escape, the "My Dream Escape" campaign begins in
August and is expected to reach more than 51 million people across the
country.
(August
14, 2000)
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