DEARBORN, Mich., July 5, 2012 /PRNewswire/ -- Ford will take part in the 2012 Essence Music Festival for the fourth consecutive year as the exclusive automotive partner of the event. The festival has been billed as the largest African American music and culture event in the U.S. that regularly attracts a quarter-million attendees a year. Ford continues to enhance its activities each year in order to bring additional excitement to attendees of this annual music and empowerment festival.
"The Essence Music Festival continues to provide a tremendous opportunity to generate awareness of Ford products within the African American market, particularly when it comes to African American women," said Shawn Lollie, manager, Ford Multicultural Marketing. "For four years, we have been able to consistently connect with potential customers during the festival and introduce them to our latest portfolio of vehicles through the use of interactive and experiential activities."
"This connection will continue this weekend as we give festival-goers the opportunity to learn more about the all-new 2013 Ford Escape and the all-new Ford Fusion, in addition to engaging consumers about the importance of early detection as it relates to breast cancer," Lollie added.
As a proud and active partner of the festival, Ford has created a number of special opportunities for festival attendees, including the chance for one consumer to win the keys to an all-new 2013 Ford Escape as part of the "Ford Escape Showdown"; an exclusive broadcast with "The Steve Harvey Morning Show"; celebrity autographs at the Ford booth inside the convention center on Friday and Saturday courtesy of Ford partner Sirius XM; and the chance for attendees to take a drive in some of Ford's newest products like the 2013 Ford Escape, 2013 Ford Explorer and 2013 Ford Taurus.
In addition to the vehicle engagement experiences, Ford will also give attendees the chance to win some cool prizes at the Ford booth and potentially secure autographs as part of the brand's continued partnership with Sirius XM. Sirius XM will be conducting live interviews from the Ford booth with artists that include Mary J. Blige, Chaka Khan, Tamia, Trey Songz, Charlie Wilson and Kenny Latimore.
"Pink Friday" – Ford booth goes pink, brand aims to raise awareness of breast cancer
As part of Ford's involvement in this year's event, the brand will also activate what it's calling "Pink Friday" in an effort to raise awareness around breast cancer and the importance of early detection. On Friday, July 6, Ford Warriors in Pink will be donating $50 for each of the first 200 test drives to the Young Survival Coalition to help directly improve the lives of thousands of young breast cancer survivors.
"Warriors in Pink is thrilled to be at the Essence Music Festival to help raise awareness and bring the important message of early detection to the festival-goers," said Tracy Magee, Ford's primary brand experiential manager. "We also will be introducing Cheryl Perkins, one of our Models of Courage, at the event. We hope Cheryl's personal story and experiences with breast cancer will serve to inspire those on the front lines battling breast cancer."
Attendees can also visit the Warriors in Pink booth in the Essence Live area to purchase Warriors in Pink wear and gear. One hundred percent of the net proceeds will go toward benefiting young breast cancer survivors through the Young Survival Coalition.
2012 marks Ford's 18th year of support in the fight against breast cancer. To date, Ford has donated more than $115 million to the breast cancer cause. The Ford Warriors in Pink line of apparel and accessories is available exclusively on www.fordcares.com.
Ford and Essence launch "Escape to New Orleans," a four-part weekly travelogue
Ford and Essence today launch "Escape to New Orleans," a four-part weekly travelogue that will provide viewers access to some of the people, places and passions that help make the city of New Orleans the perfect escape. Each episode will be approximately five to seven minutes in length and will be hosted by lifestyle bloggers Nate Fluellen of www.WorldwideNate.com and Christen Rochon of www.divasanddorks.com. The all-new 2013 Ford Escape will star in the travelogue alongside the webisode hosts.
To check out episode one, be sure to visit www.essencemusicfestival.com and click on the festival videos tab.
Ford's commitment to the festival will be felt throughout New Orleans the minute travelers arrive at Louis Armstrong airport, where one of the latest 2013 Ford Escape commercials will be airing around the baggage claim carousels. Attendees will also feel Ford's goals to Go Further when they arrive at the Ford booth, which has increased in size from previous years and now includes the ability for consumers to charge up while hanging out in the Ford area via cell phone and iPad charging stations.
"Ford has a lot planned for this year's festival and we are excited for all the weekend has to offer," said Lollie. "We hope attendees walk away with not only more information on our latest products, but also our continued commitment to Go Further when it comes to the community."
Be sure to join the conversation on Twitter throughout the weekend by using hashtag #FordBrandNew.
To learn more about the all-new Ford Escape and Ford Fusion, be sure to log on to www.ford.com.
About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 166,000 employees and about 70 plants worldwide, the company's automotive brands include Ford and Lincoln. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford and its products worldwide, please visit http://corporate.ford.com.
About Essence Communications
Essence Communications Inc. (ECI) is the number one media company dedicated to African-American women, with a multi-platform presence in publishing, live events, and online. The company's flagship publication, ESSENCE magazine, is the preeminent lifestyle magazine for African-American women; generating brand extensions such as the Essence Music Festival, ESSENCE Black Women in Hollywood and Black Women in Music, Window on Our Women and Smart Beauty consumer insights series, the Essence Book Club, Essence.com, and ventures in digital media (mobile, television and VOD). For 42 years, ESSENCE, which has a brand reach of over 8 million, has been the leading source of cutting-edge information and specific solutions relating to every area of African-American women's lives. Additional information about ECI and ESSENCE is available at www.essence.com.
SOURCE Ford Motor Company