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2011 Ford Fiesta in the urban market

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  • Ford is launching the all-new 2011 Ford Fiesta in the urban market with an advertising campaign built around the program, "Inspired By Color"
  • The campaign includes an industry-first custom e-zine, a magazine that lives online, which seamlessly incorporates the Fiesta in addition to a television commercial that will begin airing on BET this week
  • The new campaign shares the same nontraditional approach that defines the Fiesta launch within the general market while blending style and technology in order to highlight the key features of the vehicle

The all-new 2011 Ford Fiesta turns up its style quotient this week with the launch of an urban marketing campaign that finds the Fiesta gracing the pages of a custom fashion e-zine that was designed to appeal to the interests of consumers while providing a unique way to highlight the new vehicle and its key features.

"Our goal was to create a unique program that truly embodied the spirit of the Fiesta," said Shawn Lollie, Ford Multicultural Marketing manager. "The Fiesta has an expressive, vibrant design and we wanted to tap into those style attributes in a way that was relevant to our target audience while engaging them using platforms that are very much a part of their everyday lives."

The urban ad campaign for the new Fiesta-which arrives in dealer showrooms this summer-includes a TV spot that will air on BET as well as radio, print and a digital execution which prominently features the custom "Inspired by Color" e-zine.

Research shows that one of the largest consumer groups in the small car segment are young African Americans and to increase initial awareness of the Fiesta in the African American community, Ford launched a program in April called "Inspired by Color," which challenged people to use their own personal style to connect with the colors and distinct features of the new Fiesta.

More than 150 people turned out for a casting call at Howard University in Washington, D.C, dressed in a Fiesta-inspired way. Five finalists were chosen at the event and each of them now appears in the new television ad for Ford's all-new small car.
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