SBD/21/Sponsorships Advertising Marketing

FORD TO SOLO SPONSOR SPECIAL S.I. ISSUE AS PART OF AD BLITZ

     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).
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Related Topics:

NFL, Sports Illustrated, Time Warner

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