WASHINGTON (AP) - Pro football fans inundated with TV ads for brawny pickup trucks and sleek luxury models will get something different from Ford Motor Co. this season. Ford, which has marketed its "Built Ford Tough" image during fall football seasons in the past, plans to heavily promote its all-new Taurus passenger car during the upcoming NFL season. Advertising during pro football games will be integrated into Ford's sponsorship of the Fox NFL Sunday Pre-Game Show and Web ads on fantasy football sites. The move reflects Ford's high-stakes launch of the 2010 Taurus, the redesigned model which was the nation's best-selling car from 1992 to 1997 and now serves as a key part of CEO Alan Mulally's strategy to revitalize the company with family friendly fuel-efficient cars and crossovers. The advertising, which kicks off with Sunday's NFL season openers, will include images of the Taurus on TV screens around the Fox studio, animated billboards of the vehicle during the broadcast and mentions of the "Ford Drive One" campaign going into and out of commercial breaks. Ford plans viewing parties on Sundays with the Taurus and a heavy presence on social networking sites. Ford will continue to advertise trucks du
ring football games, but the Dearborn, Mich., automaker wants to use the time slots to place a spotlight on Taurus and other passenger cars. With more buyers shunning trucks and SUVs for cars, Ford is using the prime advertising real estate — a typical pro football game can draw 20 million viewers — to showcase a more rounded-out fleet."Our lineup is really changing. We're not just the truck and
Mustang company anymore," said Matt Van Dyke, Ford's director of marketing communications. Ford is marketing Taurus, which starts at $25,995, to males, so the football viewership represents a target-rich audience. About 70 percent of football viewers are men and Fox Sports typically draws about 5 million viewers for its weekly pre-game show. The advertising will also highlight some of the technological traits in Taurus that are generally found in higher-end cars, including features like adaptive cruise control, blind-spot detection and programmable keys that can limit teen drivers to 80 mph, using a computer chip in the key.
WASHINGTON (AP) - Pro football fans inundated with TV ads for brawny pickup trucks and sleek luxury models will get something different from Ford Motor Co. this season. Ford, which has marketed its "Built Ford Tough" image during fall football seasons in the past, plans to heavily promote its all-new Taurus passenger car during the upcoming NFL season. Advertising during pro football games will be integrated into Ford's sponsorship of the Fox NFL Sunday Pre-Game Show and Web ads on fantasy football sites. The move reflects Ford's high-stakes launch of the 2010 Taurus, the redesigned model which was the nation's best-selling car from 1992 to 1997 and now serves as a key part of CEO Alan Mulally's strategy to revitalize the company with family friendly fuel-efficient cars and crossovers. The advertising, which kicks off with Sunday's NFL season openers, will include images of the Taurus on TV screens around the Fox studio, animated billboards of the vehicle during the broadcast and mentions of the "Ford Drive One" campaign going into and out of commercial breaks. Ford plans viewing parties on Sundays with the Taurus and a heavy presence on social networking sites. Ford will continue to advertise trucks du
ring football games, but the Dearborn, Mich., automaker wants to use the time slots to place a spotlight on Taurus and other passenger cars. With more buyers shunning trucks and SUVs for cars, Ford is using the prime advertising real estate — a typical pro football game can draw 20 million viewers — to showcase a more rounded-out fleet."Our lineup is really changing. We're not just the truck and Mustang company anymore," said Matt Van Dyke, Ford's director of marketing communications. Ford is marketing Taurus, which starts at $25,995, to males, so the football viewership represents a target-rich audience. About 70 percent of football viewers are men and Fox Sports typically draws about 5 million viewers for its weekly pre-game show. The advertising will also highlight some of the technological traits in Taurus that are generally found in higher-end cars, including features like adaptive cruise control, blind-spot detection and programmable keys that can limit teen drivers to 80 mph, using a computer chip in the key.
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