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SBD/21/Sponsorships Advertising Marketing
FORD TO SOLO SPONSOR SPECIAL S.I. ISSUE AS PART OF AD BLITZ
Published September 21, 1995
The Ford Motor Company is "preparing a campaign for its Ford division's 1996 cars and trucks that includes the largest efforts ever behind a single model," according to Stuart Elliot of the N.Y. TIMES. To promote their newly designed Taurus, Ford will spend an estimated $125M on advertising through the end of '95. As part of the campaign, Ford will be the sole sponsor of special issues of Elle, Sports Illustrated, and Life. Ford's '96 F- Series trucks will also be the only vehicles advertised during the 3rd quarter of Super Bowl XXX (N.Y. TIMES, 9/21). SI's special "Classic Edition" will mark the first time an issue has been single-sponsored. The "classic" issue, devoted to great players and moments in the NFL, will be distributed starting October 2. The 84-page edition features 22 ad pages with a heavy emphasis on the Taurus. SI will also host a luncheon in Detroit for Ford; teaser ads in an upcoming SI issue; customized display bins; and a special area on SI's World Wide Web site (Sports Illustrated).