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Ford Motor Co. last week kicked off an effort to promote its Escape compact sport utility vehicle and Focus sedan to the college market.
The car maker, along with J. Walter Thompson in Los Angeles, launched a college tour called “Californopia.” It is aimed at positioning the Escape and Focus as affordable, dependable, stylish vehicles, and features prize giveaways and performances by bands such as Save Ferris. The budget for the effort was undisclosed.
“The college campaign is an ideal venue to connect with youth in a way that isn’t product-only but fits into their lifestyle,” said Stu Smith, California marketing manager for Ford.
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