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Ford Motor Co. begins to push its 2003 Ford Expedition this week with a campaign from J. Walter Thompson here.
The early campaign is an attempt to build interest in the SUV, which won’t be in show rooms until next month, said Doug Walczak, marketing manager at the agency.
The effort will differentiate the Expedition from the competition by empha sizing three new characteristics, said Rich Stoddart, Ford division marketing communications manager. The new features: a third-row seat that can be folded down at the touch of a button, an independent rear suspension and a side air curtain protection system.
The ads continue to employ Ford’s “No boundaries” tagline.
The car maker spent less than $5 million on Expedition advertising last year, a 65 percent drop from the year before, according to CMR.
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