F-150/NFL Kickoff
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F-150/NFL Kickoff
TCC's Daily Edition is brought to you by TheCarConnection.com,
http://www.thecarconnection.com, and WJR-AM 760, http://www.wjr.com
TCC'S DAILY EDITION: Aug. 29, 2003
TCC's Daily Edition will return on Tuesday, Sept. 3. Have a safe and happy Labor Day holiday!
Ford Goes For Media Weight Over Flash To Sell F-150
Ford Motor will spend at least $200 million, and some sources say it will be more, to launch the F-Series pickup truck starting today.
Ford says it's the biggest single model advertising launch in its history. A so-called teaser ad featuring country-music star Toby Keith broke earlier this month. The campaign won't kick off in earnest until Sept. 4 when Ford will run truck ads on every football broadcast during the opening weekend of the NFL season. "No one watching football will be able to miss us," said Ford division chief Steve Lyons.
The ads, by J. Walter Thompson, Detroit, use the Ford slogan, "If You Haven't Looked At Ford Lately. Look Again" But each ad also includes the line, "Only one truck earned the right to be the next F-150."
The line is a nod to the mounting competition in the full-size truck segment coming from Nissan's new Titan, Toyota's growing Tundra business, as well as the usual competition from GM and Dodge. Honda is expected to launch a pickup truck next year too, built off the Honda Pilot SUV. GM and Dodge have truck rebates of $6,000 in some markets to try and hurt Ford's launch and profitability of the new truck.
Besides NFL broadcasts, Ford has a special buy in the opening episode of
Fox's "24" in October, and the truck is also featured in the series. The truck will blanket NASCAR coverage in November as well.
Ford will spend at least $100 million, and its dealers will spend at least another $100 million to launch the best selling vehicle in the U.S. Ford executives have repeatedly said this is the most important launch in its history as it struggles to return to profitability. "I think we have a history of what was called launch and abandon," said Lyons. "But this does go to a fairly new level."
Ads for the most part tout the truck's torque, power, brawn and load capacity.
Ford is still ramping up production of the new F-150 from its two U.S. plants, and hopes to have 20,000 in dealer inventory by Sept. 4. By the end of December, it plans to have 100,000 on the ground. -Jim Burt
http://www.thecarconnection.com, and WJR-AM 760, http://www.wjr.com
TCC'S DAILY EDITION: Aug. 29, 2003
TCC's Daily Edition will return on Tuesday, Sept. 3. Have a safe and happy Labor Day holiday!
Ford Goes For Media Weight Over Flash To Sell F-150
Ford Motor will spend at least $200 million, and some sources say it will be more, to launch the F-Series pickup truck starting today.
Ford says it's the biggest single model advertising launch in its history. A so-called teaser ad featuring country-music star Toby Keith broke earlier this month. The campaign won't kick off in earnest until Sept. 4 when Ford will run truck ads on every football broadcast during the opening weekend of the NFL season. "No one watching football will be able to miss us," said Ford division chief Steve Lyons.
The ads, by J. Walter Thompson, Detroit, use the Ford slogan, "If You Haven't Looked At Ford Lately. Look Again" But each ad also includes the line, "Only one truck earned the right to be the next F-150."
The line is a nod to the mounting competition in the full-size truck segment coming from Nissan's new Titan, Toyota's growing Tundra business, as well as the usual competition from GM and Dodge. Honda is expected to launch a pickup truck next year too, built off the Honda Pilot SUV. GM and Dodge have truck rebates of $6,000 in some markets to try and hurt Ford's launch and profitability of the new truck.
Besides NFL broadcasts, Ford has a special buy in the opening episode of
Fox's "24" in October, and the truck is also featured in the series. The truck will blanket NASCAR coverage in November as well.
Ford will spend at least $100 million, and its dealers will spend at least another $100 million to launch the best selling vehicle in the U.S. Ford executives have repeatedly said this is the most important launch in its history as it struggles to return to profitability. "I think we have a history of what was called launch and abandon," said Lyons. "But this does go to a fairly new level."
Ads for the most part tout the truck's torque, power, brawn and load capacity.
Ford is still ramping up production of the new F-150 from its two U.S. plants, and hopes to have 20,000 in dealer inventory by Sept. 4. By the end of December, it plans to have 100,000 on the ground. -Jim Burt
