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Readies ‘Spirit’ Science Center in Michigan
DETROIT–Ford Motor Co.’s “Spirit of Ford” automotive science and technology center in Dearborn, Mich., represents the latest effort by an automaker to connect with consumers outside traditional advertising.
Advertising for the center was assigned to the Campbell Group in Baltimore following a review that included the car maker’s Ford division agency, J. Walter Thompson, Detroit, as well as Alan Frank & Associates, Bloomfield Hills, Mich., and other Michigan shops.
Billings were undisclosed but are expected to reach an estimated $2-4 million after a year, sources said.
The high-tech, interactive center is due to open May 29 near the popular Greenfield Village and Henry Ford Museum.
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